It's usual practice premiering thrilling films in theatres during festivals when attendance gets expected to be strong. This trend was picked up by digital platforms as well, especially after the pandemic caused an increase in OTT subscribers. During Diwali week last year, the three big streaming companies – Disney+ Hotstar, Netflix, and Amazon Prime – debuted Akshay Kumar's horror-comedy Laxmii, Anurag Basu's wacky anthology Ludo, and the light-hearted movie Chhalaang, respectively.
This year, Maharashtra's movie theatres will reopen two weeks before Diwali. However, OTT releases will continue, and we'll see another conflict on digital over the Festival of Lights week.
Netflix was the first to announce that Meenakshi Sundareshwar would get released on Diwali Day, November 5th. It gets produced by Karan Johar's Entertainment and stars Sanya Malhotra and Abhimanyu Dassani. A few days later, Disney+ Hotstar announced that Hum Do Hamare Do would air on October 29. It gets directed by Abhishek Jain and produced by Dinesh Vijan and stars Rajkummar Rao, Kriti Sanon, Paresh Rawal, and Ratna Pathak Shah.
During this holiday week, Amazon Prime will also release a film. "The big honchos at Amazon have decided to launch Dybbuk," a source said. Emraan Hashmi stars in this horror flick. Light-hearted flicks get traditionally linked with Diwali. They want to stand apart, so they're releasing Dybbuk during the festival, and they get convinced that viewers will be willing to check out this scare-fest among the festive excitement."