It is well known that movies release only on Fridays. That makes sense because Friday precedes the weekend, which will rake in moolah for the filmmakers. But of late, film-makers seem to be breaking the Friday trend and releasing movies on other days, like Besharam, which is being released on a Wednesday 2nd October.
Breaking the trend this year is another big budget movie Krrish 3 which is being released on (wait for it) a Monday, November 4th. 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. But this will only work with a good film. A bad film will flop regardless of when it is released.”
A lot of movies released on other days of week in the recent years; Ra.One, Bodyguard released on a Wednesday, Agneepath released on a Thursday, Jab Tak Hai Jaan released on a Tuesday and now Besharam is being released on a Wednesday again.
Utpal Acharya, country head – distribution and acquisitions, Reliance Entertainment says “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.”
While there are pros, there are also cons to this strategy. This only works sometimes, for instance, Jab Tak Hai Jaan barely managed to rake in 100crores.