While the official reason being given for the sudden and unprecedented cancellation of the release of Rajkummar Rao’s latest comedy Bhool Chuk Maaf is Operation Sindoor, many insiders that I spoke to feel there is more to this last-minute withdrawal than meets the eye.
An irate film distributor from Bihar who doesn’t want to be named feels this shocking reversal of plans to be “a betrayal.”
“Theatres were booked all across the country. Now the bookings have to be cancelled. Replacement films are to be found. The producers are blaming it (the cancellation) on Operation Sindoor. But so far, normal life in our country is not the least affected by the cross-border tension. What I’ve heard is that producers cut a lucrative deal with Amazon for a direct release. But what happens to the movie theatres if producers only think of their own interests?”
However, trade guru Taran Adarsh gives the Bhool Chuk Maaf producers the benefit of doubt. “It’s a bit too early to assess whether the decision was right or wrong, but knowing Dinesh Vijan, he must have consulted his stakeholders before arriving at this decision. The current situation may have prompted the producers to cancel the theatrical release in favor of a direct OTT premiere. With the box office witnessing a slowdown since Wednesday, even for Raid 2, the producers must have decided to cancel the theatrical release. The team had already initiated advance bookings, and the promotional campaign had been in full swing for some time. Clearly, the producers were prepared for a theatrical release but had to cancel it at the last minute.”
Producer and trade analyst Girish Johar feels it to be the right decision considering the sensitivity of the situation. “It’s a strong decision taken by the makers, keeping in mind the sensitivity of the present scenario in the country. The film’s primary market is North India, and there, the Government is taking extreme precautions. Top priority is the safety of our citizens and seeing the tense environment, it seems as a very sensible decision by its makers.”
Trade analyst Atul Mohan feels the low-key interest in the film prompted the producer Maddock Films’ eleventh-hour change of release plan. “I think the buzz around Bhool Chuk Maaf was quite low, with minimal awareness or excitement among both the public and the trade.”
Atul admits the official statement issued by the producers is confusing. “Until just 48 hours before release, the team was actively promoting the film with city tours, media interviews, and even opened advance bookings. Then, less than 24 hours before release, they suddenly opt for a direct OTT release. Ideally, the makers could have considered postponing the theatrical release by a month or two instead of pulling it out altogether. That would have been more sensible.”
