Last year, Eid release Ek Tha Tiger’s box-office numbers set the tone for the festive season followed by the success of Barfi!. Just as Bollywood entered its last leg of celebrations, a tussle broke out between Yash Raj Films and Ajay Devgn. The latter accused the former of monopolising screens for their Diwali release, Jab Tak Hai Jaan (JTHJ), leaving him with fewer exhibition options for Son of Sardaar (SoS) that was to hit the theatres simultaneously on November 13. In the end, when the t wo films released, JTHJ, with Shah Rukh Khan in the lead, earned over Rs 90 crore in its first week while SoS narrowly missed the mark. While, during Christmas, Dabangg 2 broke several box-office records.
The festive season — especially between Diwali and Christmas — is considered a time when the audience gains an appetite for star-laden big-budget entertainers. For years, production houses have reserved their biggest releases for this period. Take for example, Christmas in 2008 when Ghajini and Rab Ne Bana Di Jodi released a week apart. In 2011, when Ra.One, Rockstar, Desi Boyz, The Dirty Picture and Don 2: The Chase Continues all released within 60 days.
In comparison, 2013’s calendar looks rather lacklustre. Krrish 3 is the only Diwali release this year. There is little buzz around Shahid Kapoor’s R... Rajkumar and Saif Ali Khan’s Bullett Raja even though their releases are nearly a month away. Sanjay Leela Bhansali’s Ram-Leela is the only big-ticket movie (November 15) before Dhoom 3 hits the screens on December 20 to capitalise on the Christmas spirit. This has left the exhibitors wanting more. “We make maximum revenue during the period between Diwali and New Year before the dry exam season, which lasts from January to April. With Boss and Besharam having failed and no multiple releases on either Diwali or Christmas, we can only hope Krrish 3 and Dhoom 3 will make up for it,” says Manoj Desai, owner of Maratha Mandir in Dadar and G7 multiplex in Bandra.
Jal J Tata, owner of Regal in Colaba, seconds Desai. Tata says he expects a shift in trend