Bollywood Producers Experiment With Releasing Films On Streaming Platforms1 min read

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In normal times, Bollywood star Amitabh Bachchan’s movie Gulabo Sitabo, billed as a family comedy, would have premiered on April 17 in more than 2,000 theaters across movie-mad India. But with cinemas shuttered since the end of March, when a countrywide lockdown was imposed due to the coronavirus pandemic, the producers of the much-awaited film have opted to bypass the traditional box office altogether.

Gulabo Sitabo will premier this Friday on streaming platform Amazon Prime Video, which having acquired the global rights to the film for an undisclosed sum, will make it available across 200 countries globally. In India, the film’s digital reach will cover 4,000 cities and towns.

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