The tittle-tattle of YRF Project 50 being an initiative by Yash Raj Films to mark its 50 years in the film industry is not new. Aditya Chopra was supposedly going to announce this venture on 27th September which is also birthday of late Yash Chopra. As per the recent reports by Bollywood Hungama, Aditya Chopra is going to launch the project only in theatres to bring back the audience after the elongated break due to COVID-19 situation.
Chopra has decided to wait till the theatres reopen as he wants people to experience his films under this initiative on big-screens. Earlier it was speculated that the production house is about to launch its own OTT app to screen YRF movies digitally amid the global pandemic. “If you go by the line-up that Aditya Chopra has for YRF Project 50, you will see the biggest line-up of superstars and he is clear that he wants to tell people to return to the theatres for that intrinsic, immersive movie-watching experience. Theatres are key for the movie industry and Adi wants to tell people that YRF movies are only meant for big-screen experiences. It is also a very subtle reminder to everyone that no YRF film will come on digital. This is definitely a huge strategic power play because it tells everyone that YRF only makes big films that releases in big screens,” a source revealed to Bollywood Hungama.
With this notion, the announcement of the project seems a little pushed. A trade source stated to Bollywood Hungama, “We can expect the slate announcement to happen as soon as theatres open nationwide. Adi will definitely plan something big for his massive slate to be unveiled to the people of India. Since the plan is to announce the slate in theatres worldwide, common sense tells us that it is definitely going to be an audio-visual launch. We are keeping a close eye on this to figure out what YRF is strategizing on the same. Rest assured, it will be a huge talked-about moment.”
