Maddock Films was all set to drop its much-anticipated comedy, Bhool Chuk Maaf, led by Rajkummar Rao, in theatres on May 9. But now, the project is slated for an OTT release via Prime Video on May 16.
While the makers, including Dinesh Vijan, have cited the recently conducted Operation Sindoor by the Indian Army and the ongoing tense relations between India and Pakistan, many industry experts strongly believe that deeper issues have played a significant role in forcing Maddock to change its strategy. As a result, exhibitors and distributors are reportedly angry and frustrated, as this decision adversely impacts their financial commitments and release plans.
Public reaction to the drama has been highly polarised. While a large portion of the audience supports Maddock’s decision, a noticeable section believes it stems from a lack of confidence in the theatrical performance of the Rajkummar Rao and Wamiqa Gabbi starrer.
According to several media outlets, multiplex officials have revealed they were “shocked” by Maddock’s sudden change to an OTT release for Bhool Chuk Maaf. This last-minute move forced them to issue refunds and change the programming.
The film’s OTT release may be ideal for viewers who prefer watching movies and shows from the comfort of their homes. However, this shift also raises concerns, as it could have long-term implications for the theatrical business.
At this point, it remains unclear what prompted Maddock’s executives to change the film’s release strategy at the eleventh hour, just a day before its scheduled theatrical debut. Many insiders speculate that the production house and its partners struck a lucrative deal with Amazon for a direct OTT release.
Trade analyst Taran Adarsh offered a more balanced perspective, noting that it’s too early to judge whether the decision is good or bad. He also mentioned that producer Dinesh Vijan likely consulted with key stakeholders before making the call.
Considering the recent poor box office performance of films—Raid 2 in particular—the producers may have concluded that releasing Bhool Chuk Maaf directly on streaming was the wisest choice.
Some media platforms have disclosed that the film could have earned nearly INR 15 crores in its opening weekend if the content had been strong. It might have held its ground until June 6, given that no major Hindi releases were scheduled during that period.
This entire situation also raises concerns about the current box office standing of lead actor Rajkummar Rao. Apart from Stree 2, most of his theatrical releases since 2022 have underperformed.
While Stree 2 was a record-breaking success, it cannot be attributed solely to Rao’s performance. A major reason for its mammoth box office run was the nostalgia and popularity associated with the original 2018 film, which had built a strong fanbase over time through digital streaming and television reruns.
Most of Rajkummar Rao’s recent films—barring Stree 2—such as Badhaai Do, HIT: The First Case, Bheed, Mr. & Mrs. Mahi, and Vicky Vidya Ka Woh Wala Video, flopped badly at the box office, with Srikanth being an average performer. During this period, the actor also appeared in several direct-to-OTT releases like Monica, O My Darling and Wild Wild Punjab (both on Netflix), which opened to mixed critical and audience reception.
This pattern suggests that while Rajkummar Rao is a talented and respected performer, his star power to consistently draw audiences to theatres on his own might be limited. The underwhelming performance of his theatrical releases since 2022 indicates he may not yet have the same box office pull as some of his peers, with Stree 2 potentially being an outlier rather than the norm.
Maddock Films’ last-minute decision to release Bhool Chuk Maaf on OTT instead of in theatres underscores the growing influence of streaming platforms and the mounting challenges faced by cinema halls. While this move offers convenience to viewers, it has angered exhibitors and distributors due to lost revenue and disrupted plans, raising serious concerns about the long-term viability of theatrical releases, especially for films perceived to have weaker box office prospects.
This situation highlights the ongoing tension between the theatrical and digital release models and the complex strategic decisions producers must make, often influenced by an actor’s recent track record and the perceived level of audience interest. Stay tuned for more updates.