RRR is set to be released in less than two weeks. The anticipation is high because it is S S Rajamouli’s quick follow-up to the landmark hit Baahubali 2: The Conclusion (2017). The producers have gone to great lengths to promote it. The theatrical trailer was launched in December 2021, and it has only increased the excitement and buzz around the film. Originally, the movie was set to be launched on January 7, 2022. Due to the third wave of Covid-19, it was delayed to March 25.

Meanwhile, the filmmakers made a surprising revelation during the premiere of the theatrical trailer. At this event, PEN India’s Jayantilal Gada disclosed that RRR would only be released on OTT after 75 to 90 days in theatres. This statement went viral because it was out of the ordinary in the post-pandemic era, when movies are released on digital within 28 days of their theatrical debut.

Now, the sources have learned that the makers of RRR are planning another ground-breaking project. “We are thinking of launching this movie under a pay-per-view model,” Jayantilal Gada stated in an exclusive interview with the sources. This will happen after the film has been released in theatres and before it is available on digital SVOD (subscription video-on-demand). It’s something we’re discussing. It’s a brand-new product that we’re launching in a major way in the market.” Jayantilal Gada, on the other hand, declined to provide any additional information.

Pay-per-view, also termed as TVOD (transactional video-on-demand), is a key trope in the West. As the name implies, it requires the user to pay a fee in order to view premium content for a period of 24 to 48 hours.

In the second half of 2020, Zee will introduce ZeePlex, a pay-per-view service in India. Ishaan Khatter and Ananya Panday feature in Khaali Peeli, which was released shortly on ZeePlex. The film was seen by 299 people who paid Rs. 299 to see it. Then, on Eid 2021, Zee released the much-anticipated biggie, Radhe – Your Most Wanted Bhai, on ZeePlex. It could be viewed for Rs. 249 per watching. ZeePlex also released The Power, starring Vidyut Jammwal, as well as a few other regional films.

There were allegedly not enough takers for the pay-per-view format after Radhe – Your Most Wanted Bhai. It remains to be seen if the eagerly anticipated RRR makes it to SVOD and, if so, how well it does.

Meanwhile, the Hindi version of RRR will be available on Netflix, while regional variations will be available on Zee5.

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