The much awaited ‘Radhe: Your Most Wanted Bhai’ (2021) finally released this week on Eid, making history along the way as the film garnered more than 4.2 million views.
Salman Khan who originally wanted a full theatrical release had later opted to go down the digital route, which has proved to be very successful decision for him and the entire team. As per Bollywood Hungama’s report, makers adopted a hybrid model for distribution. For those in India, fans were able to watch the film on ZEE5 with ZEE’s pay per view service ZEEPlex; along with leading DTH operator, whilst those based internationally could go and watch a screening in the traditional way.
‘Radhe: Your Most Wanted Bhai’ (2021) became the most watched film on one day which caused the servers to crash. Shariq Patel, CBO, Zee Studios, also celebrated the film’s success, “The film has won over audiences and through this unique and never-seen-before distribution strategy we could ensure the widest possible ‘opportunity to see’ this high-on-entertainment, quintessential Salman Khan movie at a place and time of audiences’ choice. With unprecedented circumstances comes the responsibility to make innovative choices that will pave the way for future business models and Zee is at the forefront of it”.