Lipstick Under My Burkha struggled for six months with the Central Board of Film Certification (CBFC), which refused it a certificate for “contagious sexual scenes, abusive words, audio pornography and a bit sensitive touch about one particular section of society".
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“While they have managed to reach the urban audiences, they still need to crack the heartland," he added.Īccording to data by app analytics firm App Annie, Amazon Prime Video has ranked number five in rankings for the last 12 months in terms of monthly active usage.įemale desire, in all its forms, is the fulcrum around which the film’s four stories- of college-goer Rehana (Plabita Borthakur), beautician Leela (Aahana Kumra), sales girl Shireen (Konkona Sensharma) and the unofficial matriarch Usha-revolve. And that it was released on the digital platform so quickly worked to its advantage," he added.Īmazon released the title on its platform within less than a month of its theatrical release.Īnirban Das Blah, founder and chief executive of CAA Kwan, which manages Bollywood actors, attributed the film’s popularity to strong adoption of Amazon Prime Video in urban markets. “One of the big contributors to this is the newness of the film, it was in the public glare. “It’s heartening to hear this, it really validates the theory that the new digital audience will watch smart content over mainstream movies," said Sameer Nair, chief executive at Applause Entertainment, a content production company.
The film continues to be in top three titles for Amazon Prime till date," said a company spokesperson.
“Lipstick Under My Burkha was our best performing Bollywood title for the initial two weeks after it came to the platform and is also the best performing since our launch.
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