The biggest Box Office clash of 2017 has been averted but in a very strange manner. Hrithik Roshan and Yami Gautam-starrer Kaabil, which was earlier scheduled to release on 26 January will now hit the theatres a day earlier as the makers have decided to release the film on the evening of January 25.
Releasing the film in the evening basically, means having a paid reviews on a wide scale. All this means that Kaabil will have at least two shows to be screened on 25 Jan 2017. Thus the film will not get a direct clash with Shahrukh Khan’s Raees which will hit screens on 26 January. This concept of wider scale paid reviews was last seen for Chennai Express released in 2013. The movie earned huge 6.75 crores On Thursday which is still the highest collection made by Bollywood movie in paid reviews.
Rakesh Roshan seemed confident of the film as he was quoted as, “There have been instances in the past of movies being released mid-week especially if there is a big holiday following it. My director Sanjay Gupta and I are agreement on this. After hearing what our distributors have to say, we though it makes perfect sense to go with 25 January release.”
Mostly paid reviews are held for the big movies when the makers have good confidence in their product. These reviews are held so that the word of mouth can provide the initial boost on the opening day. However, this decision can backfire if the response is not encouraging.
This seems to a risky decision by the makers. We will have to wait and see.