Success of Salman’s Radhe paves way for new release formats
R ight in the middle of a pandemic, when so many lives have already been turned upside down, has come another force of nature: cyclone Tauktae. It struck Mumbai on May 17, and the visuals of the ensuing damage spread across social media, before it moved on to Gujarat. Actor Divya Dutta explains the situation which unraveled on ground and shares, “There was no electricity, no WiFi. One was disconnected, in times like these when they really need to be connected [with each other]. Some of my friends messaged me from Goa, and said there was no electricity at their place, as well.”
Recalling similar fright that she experienced last year, too, the actor adds, “I had to close my windows (when cyclone Nisarga hit Mumbai). Thankfully, then it passed through somewhere else. I feel such testing times bring everyone together.”
In fact, Dutta asserts that this last one year has been the best display of unity that Indians have shown, with people amplifying SOS requests on social media, providing monetary help and relief material to anyone in need amid the raging Covid-19 crisis. The cyclone, too, “brought out the best in everyone”, she believes.
“When a crisis comes, the best way out is to just hold hands; there’s no other way. This is sheer helplessness. We were already dealing with a pandemic... but it also brings us very much together. This time, specifically with the second wave of Covid-19 coming in, people have gotten together,” says Dutta, 43, calling it “heartwarming” to see to much empathy around.
“Even in this (cyclone Tauktae), I have seen people help when anybody needs anything,” adds the
National Film
Award winner, who herself received calls from unknown people offering her help just before the cyclone struck.
“They said, ‘Car hata lo, ped gir jaayega uske upar’. People actually went out of their way to help. The best way to deal with a storm is to face it, you can’t ignore it,” says Dutta, adding, “Even the pandemic, it won’t pass, but we will be more equipped to handle it. This is the new normal, we can’t really get out of it. It will leave us stronger and wiser. Hum normalcy ko dekhte hain toh yeh bhool jaate hain. We must learn from the pandemic and not forget the lessons.”
In the release week itself, action-entertainer, Radhe: Your Most Wanted Bhai has garnered 10 million views across platforms. The film’s release was postponed due to Covid-19 induced lockdowns and restrictions, but superstar Salman Khan finally treated fans this Eid to his mega action flick that released on May 13.
Directed by Prabhudeva, the film encompassed all the elements of a classic massy entertainer and got a massive opening. Not only are the numbers for Radhe in ‘pay per view’ format staggering, but theatrical collections in global markets are noteworthy as well. The total number of views the entertainer garnered as of Sunday night stood at 9 million on Zee and 1 million+ on DTH services. Theatres worldwide also saw audiences lining up to watch the film on the festive weekend.
In fact, all across the globe, Radhe: Your Most Wanted Bhai clocked good numbers despite piracy being a threat to the film.
This new distribution model has paved the path in the Hindi film industry for other biggies awaiting release. Zee also witnessed remarkable growth in subscriptions in the last few days owing to the new model.
Moreover, Khan’s name itself is believed to have drawn in audiences and his stardom is attributed as one of the major reasons behind the success of the new multi-platform release format.
As promised by the makers of Radhe, SKF and Zee Studios will donate a substantial amount from the proceeds of this film towards Covid relief, helping the nation in this battle against the virus.
The movie is presented by Salman Khan Films in association with ZEE Studios, produced by Salma Khan, Sohail Khan and Reel Life Production Pvt. Limited. The movie has released in over 40 countries, including a theatrical release in major overseas markets on the occasion of Eid. The film is available with ZEEPlex on the ZEE5 OTT platform and all leading DTH operators.
People went out of their way to help [when the cyclone struck]... They said, ‘Move your car, or a tree might fall on it’. DIVYA DUTTA,
THE MAKERS OF RADHE WILL DONATE A SUBSTANTIAL AMOUNT FROM THE PROCEEDS OF THIS FILM TO COVID RELIEF