Krrish 3 to release on Monday instead of open Friday Slot

An increasing number of films are being released on other days of the week too, provided they fall on certain public holidays

Rakesh and Hrithik Roshan’s mega budget film Krrish 3 has a Friday slot open for it, but the father-son duo have decided to release it on a Monday (November 4) instead. Rakesh Roshan, producer and director of the superhero franchise, explains, “Friday, Saturday and Sunday before Diwali are definitely not good days to release a film as the collections are generally not up to the mark. It picks up after Diwali as the festivities continue, so we’ve decided to release our film on Monday.”

He isn’t the first producer to take such a decision. Traditionally, films in Bollywood release on a Friday (given the numbers the approaching weekend could rake in). Of late, however, quite a few films have been hitting theatres on other days of the week too, provided of course they coincide with a public holiday in India.

Salman Khan’s Bodyguard and Shah Rukh Khan’s RA.One released on a Wednesday, whereas Hrithik’s Agneepath released on a Thursday, followed by SRK’s Jab Tak Hai Jaan and Ajay Devgn’s Son Of Sardaar on a Tuesday. Next week, Ranbir Kapoor’s Besharam will hit theatres on October 2 (Wednesday), which falls on Gandhi Jayanti, a national holiday.

Says Utpal Acharya, country head – distribution and acquisitions, Reliance Entertainment, “With corporatisation, the film business is now dictated by the same commerce and economics that drive other organised sectors. Irrespective of whether it is a Friday, there are seven main days — Diwali, Eid, Christmas, Gandhi Jayanti, Independence Day, Republic Day and the first Friday post-IPL — much wanted for film releases.”

Needless to say, many of the movies mentioned above broke records at the box office including Ek Tha Tiger, which touched around 130 crores within a week, and RA.One, which garnered around 85 crores over the ‘five-day’ weekend.

However, there is a downside to this strategy also. To begin with, not all holidays are close to the weekend. So, if the response to a film is not up to the mark over the next few working days, the collections fall, and then even the weekend advantage is frittered away.

Case in point — Jab Tak Hai Jaan, which barely managed to cross 100 crore in lifetime collection. Similarly, collections of the Ajay Devgn — Sanjay Dutt starrer Rascals, which released on Dussehra (Thursday), fell on Friday and continued to dip over the weekend. “This strategy only helps a good film. A bad film will not work irrespective of the holidays,” says Roshan.

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