Bollywood’s first direct-to-digital release lacks marketing buzz
Amazon Prime Video has also only released Gulabo Sitabo trailer, audio jukebox and a couple of behind-the-scenes from the making as part of the marketing campaign
One reason for subdued promotions could be the realisation that the world is dealing with a tragedy and aggressive approach could backfire
NEW DELHI: Director Shoojit Sarkar’s Gulabo Sitabo that starts streaming on Amazon Prime Video this Friday is the first high-profile, A-list Bollywood film to skip a theatrical release amid the coronavirus outbreak. Despite the extensive conversation around over-the-top or OTT platforms eating into the business of desperate theatre owners, who plead with producers to wait for cinemas to reopen, industry experts say the buzz around the film is lukewarm.