Aankhon Ki Gustaakhiyan’s Box Office Flop: Will Satellite and Digital Deals Take a Hit?

 The film's disappointing box office performance, with a projected total under ₹1.5 crore and low theater occupancy rates (9.92% on day one and 17.11% on Sunday), weakens its bargaining position with OTT platforms like Netflix, Amazon Prime, or Zee5. Industry observers suggest that a direct-to-digital release would have been more suitable for its genre, as romantic dramas tend to resonate well with streaming audiences.

If a digital distribution deal was pre-negotiated, these platforms may now demand lower acquisition prices due to the film's lack of buzz and mixed reviews. While Massey's performance and Vishal Mishra's music received praise, critics have pointed out the flaws in the screenplay. Without a pre-existing deal, securing a lucrative OTT contract will be challenging, as platforms may categorize it as a low-demand title, potentially only offering ₹5-10 crore—far below blockbuster standards.

The prospects for satellite rights face similar challenges. TV channels like Zee TV, Sony, or Star Plus generally prioritize films with mass appeal for repeated broadcasts. However, Aankhon Ki Gustaakhiyan's poor performance and limited star power reduce its attractiveness. If no deal was finalized before release, channels may opt out or demand steep discounts, especially since the film failed to even reach ₹2 crore during its opening weekend, in stark contrast to Massey's previous film, 12th Fail, which earned ₹1.11 crore on its first day.

Producers may have to negotiate new terms for existing deals or experience delays in securing new ones, as platforms are waiting to see the post-theatrical social media response. While a pivot to Zee5 could be a possibility, leveraging Zee Studios’ connections, it would likely be at a reduced rate. Unlike Saiyaara, which has strong pre-release buzz, Aankhon Ki Gustaakhiyan's failure may make platforms hesitant to take on romantic dramas. However, its niche appeal and Massey’s fanbase could still allow for a modest OTT deal. The outlook for satellite rights, though, remains bleak without significant concessions, emphasizing the film's reliance on non-theatrical revenue to mitigate losses..