The business strategy behind Dhurandhar has become a notable case of smart monetisation in India’s entertainment industry. The film’s approach to OTT deals is now being closely analysed.
Before the first film released in theatres, Jio Studios reportedly rejected a ₹175 crore bundled offer from Netflix for both parts. At the time, the decision appeared risky.
Later, Netflix acquired the streaming rights for Part 1 at ₹85 crore. This deal seemed justified after the film performed strongly at the box office and crossed ₹1,300 crore worldwide.
The real advantage came with Part 2. Instead of sticking to the earlier bundled valuation, Jio Studios waited and used the franchise’s success to negotiate a better deal.
Reports suggest that Part 2 alone fetched around ₹150 crore. This is nearly double the value implied in the earlier combined offer.
The move reflects a clear case of information advantage. While Netflix priced the deal based on projections, Jio Studios had full clarity on both films.
This helped the studio assess the sequel’s potential more accurately. It also allowed them to maximise returns from the second instalment.
Creative control was another factor. There were reports of backlash over edits in the OTT version of Part 1, which may have influenced further negotiations.
The development highlights a shift in OTT business models. Successful franchises are now commanding flexible pricing instead of fixed valuations.
Jio Studios’ decision now appears less like a gamble and more like a well planned strategy. It shows how timing and confidence in content can reshape deal making in the industry.
