After a brief legal disagreement, Bhool Chuk Maaf, starring Rajkummar Rao and Wamiqa Gabbi, is now set for a theatrical release on May 23, shifting from its previously announced direct-to-OTT debut. Originally scheduled for May 9, the film’s release plans changed abruptly when Maddock Films announced a Prime Video premiere for May 16. This triggered a ₹60 crore lawsuit from PVR Inox, citing a breach of the agreed-upon theatrical window.
The matter has since been resolved, with PVR Inox withdrawing its claim. However, the episode sheds light on the evolving relationship between studios and exhibitors in a rapidly changing industry.
Maddock Films, known for backing theatrical releases even post-pandemic with titles like Zara Hatke Zara Bachke and Munjya, has generally been supportive of the traditional distribution model. Given this track record, the dispute over a single release decision highlights the tension between longstanding practices and current viewing trends.
Theatrical windows are no longer what they used to be. Industry insiders suggest Bhool Chuk Maaf will arrive on OTT by June 6, offering cinemas just a two-week exclusive run. While earlier norms dictated a longer gap, the shift in consumer behaviour — particularly during periods of socio-political uncertainty — has made digital platforms more appealing to many viewers.
In this context, rigid enforcement of older release models may not always serve the best interests of the industry. A more collaborative and flexible approach could help both exhibitors and studios navigate changing audience expectations more effectively.
While the theatrical release may honour initial commitments, its commercial impact could be limited by the disrupted rollout and compressed timeline. The incident ultimately reflects the growing pains of an industry in transition — one where mutual understanding might yield better outcomes than legal action.
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