Ek Deewane Ki Deewaniyat: Harshvardhan Rane and Sonam Bajwa film bets big on box office, holds back lucrative OTT rights

The makers of the recently released romantic film Ek Deewane Ki Deewaniyat decided not to pre-release the film's digital and satellite rights, putting a big wager on how well it does in theatres. This is a rare decision in the Indian film industry. Aamir Khan also adopted an innovative approach in his feature film Sitaare Zameen Par earlier this year, and this decision continues his trend.

Anomaly in today's industry

In today's industry, where OTT platform deals are common practice for major cinematic releases, the film stands out as an anomaly. It was released in cinemas on October 21, 2025, coinciding with the Diwali festival.

In a conversation with Bollywood Hungama, writer-director Milap Zaveri discussed the decision's financial approach in further detail. Anshul Garg, Zaveri's producer, was credited for instilling confidence.

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Producer's confidence and stance

"There's a reason why I call my producer Anshul Garg 'Sher Garg'," said Zaveri. It was his confirmation that Garg had turned down streaming service offers before the film came out. Traditional pay-TV services courted him. His stance on selling the film's digital and satellite rights prior to its premiere was quite apparent, though.

According to Zaveri, this unconventional approach stems from faith in the project's capacity for substantial box office success. This is due to his unwavering confidence in the film. The filmmaker confirmed that he made it clear that he had made the film for cinemas, and he will decide which platform the film should premiere on after its theatrical release.

Risk of forgoing presale income

Zaveri emphasised how serious it is to forego presale income guarantees. He said, "It needs jigra to have such confidence."

According to experts in the field, a film's box office earnings are a major factor in determining the price of its post-theatrical streaming and broadcast rights. The makers are hoping to get a better bargain by extending the sale so they can capitalise on the film's anticipated box office success.

Wager pays off

It would appear that this risk paid off, as Ek Deewane Ki Deewaniyat reportedly did well at the box office after its release. Zaveri enthusiastically confirmed, "For sure!" when asked if the online rights would now fetch a substantially higher fee due to the film's success at the box office.

The romantic drama Ek Deewane Ki Deewaniyat was directed by Milap Zaveri and co-written by Mushtaq Shiekh. It stars Harshvardhan Rane and Sonam Bajwa. The protagonists of the film are an independent woman called Adaa and a politician called Vikramaditya. Although they start off with a fiery relationship, Vikramaditya's affection turns obsessive and his insecurities consume him, and their story becomes a haunting reflection on desire, ego, and the thin line between devotion and madness.

Reviews and distribution trend

The film has received largely divided reviews since its premiere. There has been a notable, though dangerous, return to conventional distribution faith in Indian film with the choice to put the theatrical window and subsequent box office confirmation ahead of its ancillary rights sale.

FAQs:

Q: When was Ek Deewane Ki Deewaniyat released?

A: Ek Deewane Ki Deewaniyat was theatrically released on October 21, 2025, coinciding with the festival of Diwali.

Q: Who are the main actors in Ek Deewane Ki Deewaniyat?

A: The film stars Harshvardhan Rane and Sonam Bajwa in the lead roles.

Q: Who directed and wrote Ek Deewane Ki Deewaniyat?

A: Ek Deewane Ki Deewaniyat was directed by Milap Zaveri. The screenplay was written by Milap Zaveri and Mushtaq Shiekh.