Holidays are booked for festive releases

Last year, at an event to celebrate the success of Jawan in Mumbai, Shah Rukh Khan noted that his films are always released on auspicious dates. He said, “26 January se humne shuruwat ki hai (Pathaan). It’s a good, auspicious day. It’s Republic Day. Janmashtami, Krishnaji ke janamdin pe humne ye film (Jawan) release ki. Naya saal aane wala hai, Christmas hai, usme hum Dunki lekar aayenge.National integration rakhta hoon. Waise bhi jab mere film release hoti hai, uss din toh Eid hoti hi hai.” Now, the occasions SRK referred to are not just holidays in the Indian calendar, they also happen to be promising film release dates because they help boost box office revenue.
‘Festive releases work if content is strong’
In an past interview, Anees Bazmi had told us that audiences are more forgiving of a festive release because they are in a celebratory mood. But trade analyst Komal Nahta thinks a film will only do well if it has merit. Girish Johar, producer and film business analyst, says, “There are many films that did not perform well even though they were released on festive days. Often a movie is released 1-2 days prior to a festival, and in some cases, it is followed by a weekend – that duration contributes to the overall collection for the week. Merely securing a festival date does not guarantee a blockbuster, but if a film’s content is strong, the date can help create records.”
‘Filmmakers plan festive releases years in advance’
When it comes to movies headlined by big stars, filmmakers prefer to secure one of the five most profitable festive weeks of the year. Exhibitors point out that Christmas, Diwali, and Eid weekends hold great potential for openings. In fact, Christmas happens to be the most preferred because the week that follows the festivities is marked by New Year holidays, which increases the chances of getting more footfall in theatres. January 26 and August 15 are also among the most profitable release dates.
‘FILMMAKERS NEGOTIATE OVER FESTIVE DATES YEARS IN ADVANCE’
Raj Bansal, exhibitor and veteran business analyst, says, “Last year’s box office numbers have shown us that festival dates are more important than ever before. If we look at 2023, Pathaan released on January 26, Gadar 2 during the August 15 weekend, and Jawan on a Thursday to take advantage of the Janmashtami holiday. Salman’s Tiger 3 was a Diwali release, while Dunki and Salaar were Christmas releases. Filmmakers negotiate over these festive dates, years in advance. There have always been clashes and negotiations for such dates because for a good film, a festival release means double dhamaka.”
WILLINGNESS TO SPEND MORE DURING HOLIDAYS HELPS BOOST REVENUE
Komal Nahta, trade analyst, says, “As bonuses come in during Diwali in most organisations, the spending power of the audience is higher.” Karan Taurani, business expert, agrees, “If we look at it from a marketing perspective, moviegoers are ready to spend more during a festival or holiday.”
Here’s how much holiday releases earned in 2023
• Pathaan (R-Day week) ₹636 cr
• Jawan (Janmashtami) ₹734 cr
• Gadar 2 (I-Day weekend) ₹619 cr
• Kisi Ka Bhai Kisi Ki Jaan (Eid) ₹180 cr
• Tiger 3 (Diwali) ₹318 cr
• Dunki (Christmas-New Year) ₹252 cr
– Source: Ormax and agencies
Expected festive releases of 2024
While most films have not officially announced their final release dates, business experts say that as of January 2024, this is how this year’s festive calendar tentatively looks like:
• Singham Again on Independence Day
• Bade Miyan Chote Miyan on Eid
• Bhool Bhulaiyaa 3 on Diwali
• The Jungle on Christmas