Weeks after its massive theatrical release, Rajinikanth’s Coolie has finally arrived on Prime Video in Hindi. But this arrival feels less like a celebration and more like an afterthought. The Tamil version began streaming a few weeks ago, but the Hindi release has come with barely any noise. There’s been no major campaign, no visible push from Prime Video, and no fresh buzz among Hindi-speaking audiences.
When Coolie hit theatres in August, it carried enormous expectations. Directed by Lokesh Kanagaraj and backed by a soundtrack from Anirudh Ravichander, the film was supposed to be a milestone in Rajinikanth’s 50-year journey in cinema. The opening week was big, the bookings were massive, and offices even gave employees a holiday to watch it. But as weeks passed, the excitement faded.
By the time it reached Prime Video, even the regional versions didn’t manage to create lasting conversation online. It should have been the kind of OTT release that trends for days, but that’s been barely a case.
The Hindi version dropping today doesn’t seem to change that. Prime Video’s silence around the release almost signals that they too have moved on. Without any fresh marketing or engagement, the Hindi version is likely to get lost in the crowd of new OTT titles.
It’s not that Rajinikanth’s presence doesn’t have power. It always does. But Coolie’s Hindi release has too little effort behind it.