Zee acquired the television and satellite rights of Radhe: Your Most Wanted Bhai for a humongous sum of Rs. 230 crores. This was by far the biggest deal of the current time, which is already marred by the pandemic. As we come near to the film’s opening, a theatrical release of the movie looks next to impossible, which had led to a revamp of the commercials involved. After multiple discussions between Salman Khan and Zee, it has been decided to scale down the deal value to Rs. 190 crores. Radhe now is more like a direct to digital premiere, with pay per view format and also a theatrical release abroad, which is pretty different from the first agreed upon structure that had a domestic theatre release option as well. Initially, the makers were expecting to release the movie in more than 1000 theatres across the country, but as of today, there are not even 100 functional screens, hence compelling them to go ahead with a reduced deal amount. The overseas theatrical share will be more like a bonus and the makers of the movie are expecting big returns from it. The Rs. 190 crore deal also includes Salman Khan’s fees for cross promotions on Zee.
