Jio Cinema Take The Same Approach As Bhediya – A Mix Of Innovation And Caution?

Remember how Varun Dhawan's Bhediya finally made its way to OTT after a long wait? The movie first hit theaters in November 2022 but took six months to get its digital premiere on Jio Cinema in IPL 2023. Now, it seems like Zara Hatke Zara Bachke, starring Vicky Kaushal and Sara Ali Khan, is following a similar release strategy.

Zara Hatke Zara Bachke surprised everyone by earning around 85 crores nett at the box office, despite initially benefiting from a BOGO offer. The rom-com was released in June 2023, but it's still not available on OTT platform. It looks like Jio Cinema is intentionally holding back the digital release to generate more buzz, just like they did with Bhediya during IPL. Let's see what surprises are in store for this movie! 😉