The most anticipated film on OTT right now is this year’s sleeper hit, ‘Zara Hatke Zara Bachke’. Digital viewers have been waiting with bated breath for the ‘Zara Hatke Zara Bachke’ OTT release date. People have taken to social media, demanding to know when the film will begin streaming on OTT. But, what do you know? There’s no information on the OTT release of the film yet.
Which makes us wonder – what’s up with the MIA status of Zara Hatke Zara Bachke? Why hasn’t the film released on OTT yet? After all, it’s been almost 10 weeks since the film released in theatres – way more than the eight weeks mandated for an OTT release for a Hindi film. And it’s not even like Zara Hatke Zara Bachke is doing numbers at the box office still. People have been demanding and hoping for the film to release on streaming quickly – it’s quite delayed already. But….no hope on the horizon for the OTT release of Zara Hatke Zara Bachke yet.
So, what gives?
The streaming rights for Zara Hatke Zara Bachke rest with Jio Cinema. The fast-rising streaming platform is just not interested in the film it seems. It is simply sitting on the streaming rights of the in-demand film. Rather than release the film on its platform soon enough to leverage the buzz around it, Jio Cinema seems to be lolling in slumberland.
One would have thought that Jio Cinema would cash in on the buzzy Independence Day extended weekend to release Zara Hatke Zara Bachke, so that it can grab maximum eyeballs. But that’s not to be.
So the question is – what is Jio Cinema waiting for? Christmas?
Buzz for Zara Hatke Zara Bachke is high at the moment. OTT audiences are clamouring to know when Jio Cinema will be generous enough to release the film on streaming. But Jio Cinema remains unaffected.
However, Jio Cinema better beware. OTT audiences are known to be notoriously fickle. Tease them too much, and they’ll lose interest altogether. What’s more, other buzzy movies will come along on rival streaming platforms to distract viewers.
And when Jio Cinema will finally deem it time to premiere Zara Hatke Zara Bachke, no one will be interested.
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