A female-led action film in Bollywood, helmed by Alia Bhatt, who has previously excelled in female-centric films like Gangubai Kathiawadi, seemed like a goldmine. However, Jigra fell flat—not just due to lackluster marketing but also because it once again proved that sometimes no publicity is better than bad publicity.
The theatrical run is now behind it, as Jigra is stepping into the safer space of OTT, which seems more suited to its tone. The film’s slower pacing and lack of songs make it a rather unconventional choice for a theatrical release, but these very qualities lend it a certain OTT-friendly appeal.
Netflix, rumored to stream the film starting December 6, has a significant opportunity to capitalize on Jigra. With low footfall during its theatrical release, more viewers are likely to discover it on OTT. However, Netflix seems to be underestimating its potential and needs to shift gears.
Typically, licensed films receive little to no promotion on streaming platforms, as it’s assumed that audiences are already familiar with them. That’s not the case with Jigra. The film’s weak marketing campaign meant it was overshadowed by other releases, like Vicky Vidya Ka Woh Wala Video, which emerged as a clear favorite.
If Netflix actively promotes Jigra, it could replicate the success of films like The Buckingham Murders, which found an audience on OTT despite a tepid theatrical response. For this to happen, Netflix must treat Jigra as more than just another licensed title and invest in its promotion. This film has untapped potential, and it’s time for Netflix to wake up and make the most of it.