The constants of the equation remain unchanged — Salman Khan, the occasion of Eid and a big-budget film. The variable — a pay-per-view model instead of the big-screen. Will the formula work? That’s the question on the minds of stakeholders in the film industry after Khan announced that Radhe: Your Most Wanted Bhai will have a hybrid release, in theatres and on ZeePlex. Trade rumours suggest that the pay-per-view outing will be priced at Rs 249.  

Exhibitor Vishek Chauhan believes the decision is far from wise, given the current situation and the platform’s limited reach. “The pay-per-view model is strong in the UK and US; it didn’t work in China. It seems that Zee has invested considerably in Radhe, and hence, jumped the gun in panic. It would’ve been a better idea to release it on ZEE5 that has steady Hindi-belt viewership than on ZeePlex. It would have helped the platform penetrate deeper into the country. The subscription model is tried-and-tested here. When they tried the pay-per-view model with Khaali Peeli [2020], the result was abysmal. They made R70 lakh after which they stopped revealing numbers,” he says. Chauhan warns of the actioner falling prey to piracy.