Gulabo Sitabo which was supposed to release in theatres in April and will now release on digital seems to have got a great price for its digital rights. The film fetched a premium of around 65 crore nett box office worth on top of its original price and now after the trailer of the film this looks a great price and on top the film does not suffer the unpredictably of the box office.

The trailer had nothing and on top of it was poor in look which meant a huge struggle for an initial. A  Shubh Mangal Zyaada Saavdhan had opened under 9 crore nett on a holiday and this film would have struggled to even challenge the fair value of that film which was a 7 crore nett. Both films are UP based and Delhi / UP circuit would have been best but the treatment of Gulabo Sitabo means most stations of UP would have been less than Shubh Mangal Zyaada Saavdhan. The Delhi / UP circuit may have seen Delhi city, Noida, Lucknow and Dehradun being better for Gulabo Sitabo but not the rest.

Shubh Mangal Zyaada Saavdhan finished with around 59 crore nett and that would have been a huge task for Gulabo Sitabo as the audience is more limited for this film. Even if we take it the film is really liked by the target audience then maybe it could at best reach 75-80 crore nett but here you are getting a 65 crore nett value without testing waters and that the is probably more chance of staying below that 65 crore nett than go higher.

There is also no PA spend on the film which would have been 8-9 crore worldwide which you would expect to cover from Overseas but even there $3.25-3.50 million may have a proved to be a task too far. The producers have done very well with this deal while Amazon Prime could have taken the film at a 30 crore lower price after a theatrical release. Its not as if this extra 30 crore is going to be covered by getting extra subscribers and it also does not look like a film that can have many watchers after the initial period.

The digital release looks  a get out of jail card for the film going by the trailer of the film.