Maddock Films’ Bhool Chuk Maaf, starring Rajkummar Rao and Wamiqa Gabbi, was initially scheduled to release in theatres today. However, due to national concerns, the production house announced that the film will now premiere directly on Amazon Prime Video on May 16th, 2025.
This decision has sparked conversations about the stability of the theatrical business and the growing mistrust between producers and exhibitors.
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The box office prediction for the film’s opening day was around ₹3.5 crore net. With positive word of mouth, it had the potential to earn ₹40 crore net or more.
By skipping a theatrical release, Maddock Films has effectively cost the exhibition sector this significant revenue.
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Choosing to bypass theatres also eliminates the chance to truly gauge the film’s potential with a live audience.
In the case of Bhool Chuk Maaf, this decision was made within a matter of hours. Such a quick and drastic move by a major player like Maddock Films highlights the fragile state of the film industry today.
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Maddock Films has delivered two massive hits, Stree 2 and Chhaava, crossing ₹500 crore net in India within six months. They are considered a powerhouse.
If a producer of such scale is forced to make a panic-driven decision, what hope is left for smaller producers?
Producers need to realise that audiences are watching. They’re increasingly aware of how vulnerable the movie business is. As a result, they’re becoming more selective about what they choose to watch in theatres, especially when most films drop on OTT platforms within weeks.
Theatres have long been partners for producers. But decisions like this reveal just how easily that bond can break. If producers keep abandoning the big screen, it raises serious questions about how the theatrical industry can survive in the long run.
