Shah Rukh Khan's 2023 hit 'Dunki' started streaming on Netflix all of a sudden on Wednesday night. The Hindi version is streaming currently on the streaming giant. The OTT release happened without much ado.
Usually, big-ticket releases on OTT are preceded by so much social media activity. 'Animal' had pre-streaming buzz going for it.
Why did Netflix release 'Dunki' without investing in promotions? The buzz is that the platform is experimenting with its promotional strategy. It wants to know if sudden surprises will have any unintended and unexpected changes in consumer behaviour. If zero publicity makes no difference to the numbers (streaming minutes measured in millions), it could point to a future where minimal publicity will be the norm.
'Dunki', directed by Rajkumar Hirani, was released in December 2023. It played a key role in making Prabhas' 'Salaar' suffer in Hindi.
