The much awaited Sherni, starring Vidya Balan in the lead role, is set to premiere on Amazon Prime Video next month. Sharad Saxena, Mukul Chaddha, Vijay Raaz, Ila Arun, Brijendra Kala and Neeraj Kabi are also in the film. Bollywood is once again looking at OTT platforms for viewership amid the second wave of COVID-19 pandemic.
Most producers are taking to streaming services route for finished projects that may not have adequate release in the post pandemic world with cinemas shut indefinitely for the time being.
Trade analysts and entertainment industry experts, as per Mint, said digital platforms have emerged stronger than ever before during the pandemic. This is unlikely to go away anytime soon despite theatre owners urging film-makers to release films for big screens to help in the recovery of the industry. But with the advent of streaming platforms, producers, now may not see sense in spending an additional Rs 8 to 10 crore for publicity and advertising on a film made on a budget of Rs 15 crore. This is when streaming platforms are ready to cough up Rs 20 crore with no distribution or marketing costs.
Vikram Malhotra, producer and chief executive officer, Abundantia Entertainment, in an official statement said that after the successful and much loved collaboration for Shakuntala Devi 2020, they are delighted to partner once again with Amazon Prime Video. “Sherni is one of the most special and important stories that we have worked on and Amit’s evocative take on a highly relevant subject will make for compelling watch.”
A number of Bollywood films have taken to streaming platforms amid the pandemic. Parineeti Chopra’s The Girl on the Train premiered on Netflix in February. Kartik Aaryan’s Dhamaka and Taapsee Pannu’s Haseen Dilruba, and Farhan Akhtar’s Toofan will also be available on Amazon.