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Radhe: Your Most Wanted Bhai — Salman Khan’s Eid release finally sees the light of the day after being postponed due to the coronavirus-induced restrictions. Being showcased on Zee Plex, ZEE5, and DTH platforms along with theatrical release outside India, the movie is going to be bereft of the mass hysteria surrounding Salman’s movies due to the Covid situation in the country. His flicks are known for its box-office collections. But this time around, the mega star has been forced to adopt a hybrid model in order to keep the Eid commitment he made to his fans.

Brand Salman

So, what does this shift mean for Salman’s brand value?

“Salman Khan is a brand and everyone knows that his movies succeed even when the story is not that great. This digital release may help in generating revenues but the magic of Salman will surely be affected,” said Harish Bijoor, brand consultant.

Being optimistic about the release, Bollywood trade analyst Komal Nahta said: “The movie not seeing a theatrical release in India and will have an impact on its revenues. But the way Zee Studios has planned the launch on OTT and DTH, it would help them fetch decent revenue. Also, Radhe will benefit from the cancellation of IPL. Even revenues from overseas territories will contribute to its earnings.”

Pricing

The movie is available at Rs 249 as a pay-per-view service on ZeePlex for a one-time view. Existing subscribers of ZEE5 can watch the movie by paying an extra Rs 249. Zee5  Studios has also introduced a special “Radhe Combo Offer”, giving viewers the opportunity to watch Radhe for Rs 499 on ZEE5 with a one-year subscription. The movie is also being released in some select theatres in the country.

Salman Khan’s earlier Eid releases Bajrangi Bhaijaan and Sultan minted more than Rs 300 crore each at the box office.

Originally, the film was scheduled to release in theatres in 2020 but was postponed due to the Covid-19 pandemic situation.