Last year, when the coronavirus pandemic began to spread across the country, a slew of Bollywood films decided not to hit theaters. With theaters being asked to close, many producers did not consider it possible to maintain the film’s release. Therefore, they decided not to add to the rising costs and took refuge on OTT. But over time the cash registers started to shrink and cinemas also started to open and even register a good occupancy rate. As a result, many filmmakers have had the confidence to go for a theatrical release first. Sadly, a handful of films made it to theaters and once again the cases started to rise. The theaters have again lowered the shutters. And again, producers are tempted to jump on the OTT bandwagon.
A week ago, the producers of Radhe – Your Most Wanted Bhai surprised everyone by deciding to release the lead role of Salman Khan on Eid in theaters as well as on a pay-per-view platform, ZeePlex. And now the trade is abuzz as the biggie to come, The lower end of the bell, starring Akshay Kumar, will premiere on digital. A source informed Bollywood Hungama, “The lower end of the bell will premiere on Disney + Hotstar. The manufacturers have accepted the proposed financing. They believe it is a practical decision since theaters would not be opening anytime soon. The directors and the Hotstar crew are now deciding when to release this film. “
Bollywood Hungama in January 2021 was the first to report that The lower end of the bell manufacturers are in talks with Amazon Prime for a direct-to-digital version. The source adds: “The producers were playing with the idea of going directly through OTT, and also wanted to assess the market price of the film. But as theaters were allowed 100% occupancy in February and more and more producers announced release dates for their films, The lower end of the bell the manufacturers have decided to do the same. If the second wave hadn’t wreaked havoc, it would have hit theaters on May 28, two weeks later. Radhe – Your Most Wanted Bhai.
The source further reveals, “Amazon Prime was still interested in purchasing the film. But Disney + Hotstar is said to have had a better deal and thus won the coveted deal.
The lower end of the bell will be Akshay Kumar’s second consecutive film after Laxmii (2020) which will premiere on an OTT platform. Coincidently, Laxmii also premiered on Disney + Hotstar. Trade expert says, “It’s possible that Disney + Hotstar paid a bombshell for The lower end of the bell. Akshay Kumar is a mob shooter and The lower end of the bell looks like an elegant thriller. It will not fail to generate a lot of enthusiasm when it is released. “
The lower end of the bell also stars Vaani Kapoor, Lara Dutta, Huma S Qureshi and Adil Hussain. Directed by Ranjit M Tewari, it was one of the first Bollywood films to be shot amid the coronavirus pandemic.
Read also: “It feels like we are one unit” – Nushrratt Bharuccha on his collaboration with Akshay Kumar and Jacqueline Fernandez at Ram Setu
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