Two Maddock Films Titles Skip Theatres Entirely for ZEE5

Sarvgunn Sampann, starring Vaani Kapoor, and Pooja Meri Jaan, starring Mrunal Thakur and Huma Qureshi, are both reportedly bypassing a theatrical release entirely and heading to ZEE5. Both were originally positioned for cinemas before delays pushed them off the calendar.

It is an increasingly common release strategy for mid-budget dramas that miss their theatrical window: rather than compete for a fresh date in an increasingly crowded calendar, a studio can recover value faster through a direct streaming premiere, at the cost of the marketing runway a cinema release provides.