LAHORE/MUMBAI: Maulana Tariq Jameel’s timely endorsement of Salman Khan’s obedience as a son has singlehandedly boosted the earnings of Bollywood film Radhe, The Dependent has reliably learnt.
Critic and film trade analyst Taran Adarsh informed The Dependent that according to Bollywood Hungama’s estimates Maulana’s endorsement boosted Radhe’s earnings by Rs 100 crore at day end on Wednesday.
Radhe’s earnings were hovering around the Rs 14 crore mark on Friday after its Thursday release, but Maulana’s video released over the weekend and then spread the media at the start of this week has taken it from INR 14 crore to INR 114 crore.
“100 crore in these times with only international, and limited, cinema screenings is phenomenal. Maulana has saved Radhe,” said Adarsh.
While Radhe was blasted following its release, film critics maintain that the usual immunity that Salman Khan’s films have regarding such criticism wasn’t witnessed with this film, which required many to sign up and watch the film online.
“Following Maulana’s endorsement for Salman Bhai, the subscription of Zee5 has skyrocketed,” revealed a Zee Entertainment Enterprises business executive while talking to The Dependent.
“We are told Pakistanis are asking State Bank of Pakistan to undo the ban on transactions with Zee5 put in place for Churails. They have been asking their overseas family members and friends to pay Pakistani Rs 300 on their behalf so that they can watch Radhe.”
Meanwhile, the newly launched MTJ clothing brand of Maulana Tariq Jameel is receiving a further financial boost as well, since the commission decided for the endorsement is being reinvested straight into the brand.
“Now we are actually going to sell the Rs1,500-2,000 drawstring (naara) that people were accusing us of,” a member of the MTJ marketing team said.
