Festive weekends no longer one star’s territory, it seems
By now, it is a known fact that the Khans — Shah Rukh, Salman and Aamir — are synonymous with particular festive weekends vis-à-vis their bigticket releases. So, if Shah Rukh is believed to have a hold on the Diwali weekend, Salman dominates the Eid period and Aamir has an envious track record on the Christmas weekends.
In the same vein, while Aamir continued his reign over Christmas with his latest blockbuster, Dangal, Salman also has another date with Eid this year with Kabir Khan’s Tubelight.
Interestingly, however, some mix and match is set to take place at the box office. First, Akshay Kumar and Ajay Devgn look set to take over Diwali this year with 2.0 (as sequel of Robot; 2010) and Golmaal 4 respectively. Also, Salman’s Tiger Zinda Hai co-starring Katrina Kaif will be out on Christmas 2017.
Next year will see Aamir will have a Diwali release, Thugs of Hindostan while Shah Rukh will take over Christmas period with his yet-untitled film with filmmaker Aanand L Rai. “As far as big stars and festive weekends are concerned, there’s definitely an element of curiosity involved. Especially, since people have seen several films starring that particular actor on a particular occasion, they attach a particular star with that specific festival,” says trade analyst Taran Adarsh.
While trade experts estimate that a festive weekend takes up a film’s box office returns by 30-40%, they insist that content is the king. “On a festive weekend, people have more free time to go to the theatres but it doesn’t mean they will necessarily go there. Only the content can bring people to theatres and that has nothing to do with any particular release date,” says exhibitor-distributor Akshaye Rathi.
When it comes to stars and festive weekends, there’s an element of curiosity involved TARAN ADARSH, TRADE ANALYST
(Clockwise) Actors Shah Rukh Khan, Akshay Kumar and Ajay Devgn