With news coming in that the powerful and successful Roshans have locked November 3 (Sunday) as the release date of Krrish 3, we just had to wonder about filmmakers’ new tactic – to release their films midweek instead of treading the regular Friday release route
Gone are the days when Friday was considered auspicious by filmmakers who would release their films on the day, the day that marks the end of a working week. With Yash Raj Films and Salman Khan changing the game by releasing Ek Tha Tiger on a weekday (August 15), just before a long Eid weekend and the same banner releasing Jab Tak Hai Jaan on Tuesday, November 13, it seems filmmakers no longer favour the age-old rule of releasing films only on Fridays.
We hear that Rakesh Roshan has decided to release his much-anticipated sequel Krrish 3 on a Sunday, November 3 this year. The mega-venture sci-fi flick that was supposed to release on the auspicious Diwali Friday will now hit the theatres on Sunday. When we spoke to popular film critic and trade analyst Amod Mehra for his opinion on the changing trend he said, “Rakesh Roshan is a smart filmmaker and producer. He knows what he’s doing. His decision of releasing Krrish 3 on Sunday is a very wise and calculated move.” He explains, “I think releasing films pre-Diwali is a bad idea. Krrish 3 is releasing on November 3, which is Laxmi pooja, so there are chances of families going out in huge numbers to cinema halls to watch Krrish 3, which targets kids to a large extent.
“Krrish 3 is a big brand. Films like Jab We Met and Baghban also released during Diwali and earned good money at the box office. A lot of factors are involved before you lock the release date of a film. Eventually, a weekend is weekend and nothing can beat that. The collections one can expect from a weekend are just unmatchable, compared to a midweek release. Why do you think Shootout At Wadala release got postponed from May 1 to May 3? May 1 (Wednesday) is Maharashtra Day and a holiday. So the collections may drop on the next day, which is a working day,” said Mehra.
Leading exhibitor-distributor Akshaye Rathi believes, “Krrish 3 is a film that will be a big blockbuster irrespective of when it releases. The day of Diwali is considered auspicious by many filmmakers and the days after Diwali are fruitful. Rakesh Roshan might be breaking the traditional trend of a Friday release, but he has enough holidays lined up ahead of the release date (November 3) with Bhaidooj on the 5th, Guru Nanak Jayanti on the 17th, and the weekends. In these times when the opening three days count in a big way, it’s fair to pull back/push ahead the release day of a film with stakes as high as in this case to ensure that the film gets the justice it deserves at the BO!”
Considering how high expectations are of the third part of the Hrithik Roshan-starrer, this strategy could result in all BO records being broken, especially with the trade already giving an enthusiastic thumbs up to Rakesh Roshan’s decision.