Rajkummar Rao and Wamiqa Gabbi’s sci-fi romantic comedy Bhool Chuk Maaf has become the centre of much controversy due to its unusual release strategy. Originally scheduled to release on May 9, the film’s plans were changed abruptly in the midst of India-Pakistan tensions.
The producers decided to skip the theatrical release and release the film directly on Amazon Prime Video on May 16. But this decision wasn’t just due to geopolitical reasons.
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Industry insiders reveal that the advance bookings were weak and the first day box office was expected to be only ₹2-3 crore. Given the success of Maddock Films with Stree 2 and Chhawa, the producers were worried that a poor theatrical performance would damage their brand.
So an OTT release seemed a safer bet. This sudden change triggered a legal battle when PVR Inox filed a case, citing breach of contract as they had the exclusive theatrical rights.
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The court intervened and a compromise was reached: Bhool Chuk Maaf will release in cinemas on May 23 and then on Amazon Prime two weeks later. This is an unprecedented window and has raised concerns about the box office collections.
With the audience knowing the digital release is just around the corner, the opening collections are expected to drop significantly, maybe ₹1-2 crore and the lifetime may not cross ₹15 crore. The film’s situation highlights the growing tension between the theatrical exhibitors and the streaming platforms.
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While OTT gives producers financial security, it threatens the traditional cinema’s viability, especially for mid-budget films.
Bhool Chuk Maaf’s release saga is a reflection of the changing dynamics of film distribution in India where business decisions, legal battles and geopolitical factors collide and often overshadow the films themselves.
