As many as 3 films are releasing on Independence Day this year – the horror comedy Stree 2, John Abraham-starrer Vedaa and Akshay Kumar-led multi-starrer Khel Khel Mein. The exhibitors are angry over this development. They call this move a highly illogical one since they feel that the three movies will eat into each other’s business. Moreover, there is no release scheduled a week later - August 23 or August 30 - and hence, they want one film to move to one of these dates. What also scares them is that the distributors will force them to give their film more shows or worse, all the shows, instead of the other two. In the past, the distributors have even blackmailed them into playing their film; or else, they won’t get a bigger release from them in future. The exhibitors have been at wits’ end to solve this issue when two films have clashed. This time, there are three releases and hence, instead of being excited about a festive weekend, their BP levels are high.
Bollywood Hungama spoke to exhibitors and all had the same opinion. Film exhibitor and distributor Akshaye Rathi is confident that “there’ll be a bloodbath”, “There are no releases on August 23 and August 30. If the makers feel that getting 1/3rd of the screens in a crowded weekend is good enough for them, then God bless them with their logic. If they expect more screens and more showcasing and if they expect exhibitors to support one film over the other, it would be unfair.”
Distributor and exhibitor Raj Bansal explained, “The weakest film suffers the most in such clashes. Every producer thinks that his or her film is the biggest blockbuster. It’s like a gamble akin to playing teen patti. Everyone thinks ki ‘mere paas teen ikke hai’! The producer needs to realize that he might not have three aces.” He added, “The sensible thing is to postpone it by a week or two. At least then you’ll get a full showcasing for the week.”
Vishek Chauhan, owner of Roopbani Cinema in Purnia, Bihar, thundered, “It is completely uncalled for and not in the best interest of anybody. The films will not be able to do the business that they could have. It is a sad situation for the industry. There’s no logic to releasing three films in a week.”
He also reminded, “In April and May, there were hardly 1 or 2 releases. And it’s not like the box office is dead or not performing. Films like Munjya managed to do great numbers despite the supposed off period. And now, we see as many as 3 films releasing in a week.”
Vishek continued, “Stree 2’s trailer has been well-received. Audience would be skewed towards it and there’s a high chance that it would outperform. Yet, it won’t be able to perform to the best of its potential. This is because saare distributors hamare sar par chadh keshows maangenge. We’ll be forced to give shows even to the non-performing film. Aisa karke weekend ka dhanda kharab hoga.”
He added, “I can understand 2 films coming together. But why 3 films? Maybe they must have got a mandate from the OTT platforms that they want these films to premiere on Dusshera, which will be celebrated mid-October. Hence, the makers thought of releasing their films 2 months prior to it and that happens to be Independence Day week.”
Explaining what happens in such situations, Raj Bansal said, “The distributors will fight among themselves and theatres for shows on August 15. But on August 16, the multiplexes will reduce the number of shows, if your film doesn’t work. Hence, the 10 days prior to a clash are very stressful for those connected with the trade, be it the distributor or the exhibitor.”
The problem will be compounded for single-screen theatres since they’ll be forced to accommodate all 3 releases. Vishek Chauhan explained, “Yeh log toh single screens ki vaat laga denge. We’ll be arm-twisted the maximum. Our advance booking will start very late, maybe the night before release, which will impact our business. So, it’s a losing situation for everybody.”
He further stated, “Even the multiplexes will face this issue. Imagine someone running a two-screen multiplex. How will he divide shows among the three films? All three distributors would demand an audi each. Ab who exhibitor teesra screen kahan se khada karega? As for single screens like us, all three producers would demand 2 shows. And they usually mandate that they don’t want a morning or night show. What are we supposed to do then?”
Akshaye Rathi agreed, “By doing these silly things, distributors are just damaging exhibitors. What will this result in? Some exhibitors might give up on the business and choose to just shut down their properties. Such loss of screens can prove to be detrimental in towns where it might be the only theatre in the vicinity. We are systemically eroding the system that feeds us and is therefore damaging our prospect for the future as a fraternity.”
He also said, “It’ll be a revenue loss for the exhibitors as they’ll have to choose one film over the other and therefore miss out on the potential revenues of other films. It’ll also be a loss for the distributors.”
For multiplexes, a solution can be achieved in dividing shows as said by Raj Bansal, “Now multiplexes open advance booking in just one screen of the films clashing, that too a week in advance. Then a few days later, they tell the distributor, ‘Your film has sold 1700 tickets but the other film has sold 17,000 tickets. Now, tell me, how can I give you more shows than the other film?’. But this is possible only in cinemas with 6-7 screens or more.” The other theatres are bound to suffer, as a result.
Exhibitors demand: Only two films this I-Day, please
A real solution, according to him, is; “One film has to move ahead. There’s no other way.” Vishek Chauhan agreed, “It is a pathetic situation. One film should back out and come two weeks later to take advantage of it. They should sit together and decide which two films can come and which one should be postponed.”
Akshaye Rathi opined, “I hope at least one of the three films has the sense to move ahead by a week or two. Then they can have the widest number of shows that they deserve. They can also be the movie of the week rather than being a second or the third choice. There’s no doubt that August 15 is a big holiday and gives a big boost. But having said that, the impact of that boost will be divided among these three films. Moreover, both Stree 2 and Vedaa are mass entertainers. They cater exactly to the same audience and would thus cannibalize each other.”
But the past experiences have been ugly and hence, the exhibitors have little hope. Akshaye Rathi sighed as he signed off, “If things can be pragmatic, nothing like it. But going by the history of how things have been on this front, I don’t see that pragmatism kicking in until we hit rock bottom, which we are pretty close to, any which way.”
Fortunately, The Hollywood flick Alien: Romulus, which will be released worldwide on August 16, will hit cinemas in India on August 23, possibly due to the competition. Meanwhile, there are 3 more releases to be scheduled on August 15 - Double iSmart, starring Ram Pothineni and Sanjay Dutt, Vikram's ambitious saga, Thangalaan and the Hollywood release Harold And The Purple Crayon. The last named film might have a small release but for the rest of the two Pan-India films, the makers will also expect shows in Hindi, which will further mess up the situation. There’s also Ravi Teja’s Mr Bachchan arriving at the cinemas on the same day. As of now, there’s no information if it’ll have a release in Hindi dubbed version and if yes, will it also come on August 15. If it does, expect a clash like never before in cinemas.
Also Read: Tamannaah Bhatia sizzles in ‘Aaj Ki Raat’, the first song from Stree 2, watch
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