Netflix has gone and done the unthinkable….a massive goof-up; and that too with a movie starring the Badshah of Bollywood, Shah Rukh Khan!
The streaming giant has displayed the most atrocious behavior with Dunki, a prestigious film of a star of Shah Rukh Khan’s stature. Netflix released Dunki last night on its platform — but without any fanfare, advertising, advance notice or social media announcement. There was not even a squeak on social media about the impending release of Dunki on Netflix. Imagine releasing a buzzy, much-awaited title on streaming, without so much as a mention?
All that Netflix posted in the name of promotions was a measly message from Shah Rukh Khan on Netflix’s Instagram account, hinting at a surprise. That’s it. Nothing else. They didn’t even mention the name of the movie in that message. And even this not-so-satisfactory message from SRK was posted only on Netflix’s Instagram. Neither on X, nor on YouTube. Other than this, there was no promotion of any kind for Dunki’s OTT release from Netflix – zilch, nada, nothing!
Huh. Who does that, and that too with a Shah Rukh Khan film, for God’s sake!
The answer, of course, is Netflix – the king of goof-ups!
Looks like Netflix has no respect for a Shah Rukh Khan film — or even for its subscribers, for that matter. Or else, it would have released Dunki with at least some jazz, some razzmatazz, some build-up, leading to the grand premiere on Valentine’s Day night. Instead, Dunki dropped on Netflix in India with no notice at all, at midnight on a week day — when most Indians are obviously fast asleep in bed.
Not just that – Netflix being Netflix, it premiered Dunki in the strangest way possible. The movie first became available to stream on Netflix in Australia and New Zealand at around 11 pm India time. Then it premiered in a few other countries in subsequent minutes. Finally, at 12 midnight, Dunki landed on Netflix India.
Again, who does that!
What’s with the scattered way of releasing Dunki, pray tell?
Weird.
Any other streaming platform with a movie as big as Shah Rukh Khan’s Dunki would have created a buzz through well thought out social media campaigns. After all, that’s what their social media handles exist for, right?
But who’s explaining that to Netflix?
Dunki is now streaming on Netflix, only in Hindi.