Zee Studios plans a multi-platform strategy for release of Salman Khan's film Radhe: Your Most Wanted Bhai

Due to the Covid situation, Zee Studios has devised a simultaneous multi-platform strategy for the release of the Salman Khan-starrer Radhe: Your Most Wanted Bhai. The trailer of the movie will go live today.

The film will now be released in theatres worldwide, adhering to the Covid protocol issued by the government, and on OTT platform Zee5 with Zee’s pay-per-view service ZeePlex and also on all leading DTH operators such as Dish, D2H, Tata Sky and Airtel Digital TV, giving the audience multiple options to watch the film as per their comfort and convenience.

Zee Studios is the first studio in India to be adopting a multi-format release worldwide. Shariq Patel, CBO, Zee Studios, said, “The ongoing pandemic forced us to innovate, and we are proud to be the first to embark upon this new distribution strategy. While we all love to catch the latest movies at the nearest theatres, we realised we’d be doing a disservice to Salman’s fans nationwide if we aren’t able to release theatrically in all Indian states. We sensed the need for a pay per view solution along with theatres, which gives the consumers flexibility and convenience of viewing the film. There cannot be a better film than Radhe to offer the audiences, who’ve been waiting for an out-and-out entertainer for over a year now. Radhe continues our network’s deep relationship with Salman Khan and we are looking to release the film in over 40 countries, including theatrical release in major overseas markets.”

Salman Khan Films' spokesperson said, “It’s imperative that we all come together and think of out-of- the-box solutions for cinema as an industry during the current pandemic situation. We will support the theatre owners by releasing the film in as many theatres as we can, keeping in line with the rules and protocols laid down by the government. But, considering the guidelines and safety measures, we need to devise ways to ensure that the film reaches all of our audience. We don't want to deny the audience the choice of entertainment in the comfort of their homes during these times."

Manish Kalra, Chief Business Officer, Zee5 India, said, “We are thrilled to bring Radhe: Your Most Wanted Bhai on Zee5, India’s multi-lingual online storyteller for millions of entertainment seekers. We feel immensely proud to give this movie scale that it deserves and take it to each and every online screen present in the country via Zee5. Our endeavour has always been to bring a fresh perspective to storytelling and democratise access to Zee5's extensive library of content spanned across genres and languages for audience to choose from. We are extremely excited to partner with Salman Khan and join him in making Radhe: Your Most Wanted Bhai this year’s biggest blockbuster.”

Along with Salman Khan, the film stars Disha Patani, Randeep Hooda and Jackie Shroff in pivotal roles. The movie is presented by Salman Khan Films in association with Zee Studios, produced By Salma Khan, Sohail Khan and Reel Life Production Private Limited. The movie releases on May 13 on the occasion of Eid.

The film will have a theatrical release and will be available in theatres in all Indian states where the theatres are operational as per Covid protocols. A wide international theatrical release targeting 40 countries across all international territories, including Middle East, North America, Australia, New Zealand, Singapore and Europe is also being planned. It will be the first Bollywood film to release theatrically in UK since the lockdown last year. The films can be viewed on Zee5 on its pay-per-view service ZeePlex. Zeeplex is also available on DTH platforms like Dish, D2H, Tata Sky and Airtel Digital TV.

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