Canceling a film’s theatrical release just a day before its premiere is an almost unheard-of move. However, exceptional circumstances call for exceptional decisions. Producer Dinesh Vijan fully understands this. In light of the escalating tension between India and Pakistan, he announced on Thursday, May 8, that the Rajkummar Rao and Wamiqa Gabbi-starrer Bhool Chuk Maaf would skip its theatrical release and instead debut directly on Amazon Prime Video a week later.
Dinesh Vijan speaks out on Bhool Chuk Maaf direct to release on Amazon Prime amid political tensions: “It’s natural to wonder how this will impact the film”
The statement from the makers read, “In light of recent events and the heightened security drills across the nation, we, at Maddock Films and Amazon MGM Studios, have decided to bring our family entertainer, Bhool Chuk Maaf, directly to your homes on May 16 only on Prime Video, worldwide.”
Such a decision not only requires last-minute changes but also carries the risk of negatively impacting the film. When Mid Day reached out to Dinesh Vijan to understand the reasoning behind this choice, he explained that the decision was driven by the need of the moment. He said, “In light of recent events, we felt a strong responsibility to prioritise the collective sentiment of the nation. Today, what matters more is standing together as a nation when it counts. Of course, there were last-minute changes, and it’s natural to wonder how this will impact the film.”
Despite the challenges, he expressed confidence that the Karan Sharma-directed comedy would resonate with audiences. He said, “If there is one thing we’ve learned, it’s that a good story always finds its audience. We hope Bhool Chuk Maaf brings warmth and laughter when we all need it most.” The film, a comedy about a couple caught in a time loop, marks Maddock Films’ second release of the year, following the success of Chhaava.
With just a day left until its release, advance bookings for the feel-good movie had already started. We learned that ticket holders across the country would be receiving refunds. A trade source shared, “In such cases, exhibitors refund the money. So whatever tickets have been bought in the pre-sales of Bhool Chuk Maaf, the exhibitors will return the money.”
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