Akshay Kumar ‘owns’ Independence Day

By Subhash K. Jha -

August 22, 2016 - 11:05 AM IST

The great Indian holiday weekends are now squarely and sharply booked. As the entire entertainment industry knows, the holi festival of Eid is reserved for Salman Khan starrers. Shah Rukh Khan's films are traditionally released for Diwali while Aamir Khan's films are solemnly scheduled for Christmas.

Akshay Kumar ‘owns’ Independence Day

And now Akshay Kumar has taken over the long box office-friendly Independence Day weekend.

In 2015 Akshay's pugilistic film Brothers released on August 13. In 2016 it is the blockbuster Rustom on August 12 which has already earned Rs 100 crores at the Indian box office.

And now Akshay has teamed up with producer-director Neeraj Pandey for Crack which will release for Independence Day 2017.

Trade pundit Taran Adarsh welcomes the trend of superstars patenting public holidays as their release date. "Shah Rukh Khan's movies have been released during Diwali since Dilwale Dulhaniya Le Jayenge. Aamir Khan's films release in Christmas. Salman arrives during Eid. And now Akshay's movies have staked claim during the Independence Day weekend. If one notices carefully, the actors, along with their respective film producers/ Studios, are eyeing holidays plus extended weekends. That helps the film recover a big chunk of business during the initial weekend itself and continue the glorious run, if the film is accepted by moviegoers, beyond the weekend too."

Taran feels in today's box office conditions the first three days determine the movie's fate. "The Day 1 total, the opening weekend statistics and the first week's business have become all-important and not just those within the film industry, but even the common man keeps tabs on the day-to-day business of films nowadays. A big, fat weekend means, the star power is intact and naturally, the holiday period helps the business to a major extent. To remain a strong contender in the eyes of the film fraternity and also the paying public is utmost important these days. That explains why actors and film-makers eye festivals, national holidays or important dates that ensure a strong total."

Says trade analyst Atul Mohan, "Well you can say Akshay is the new Manoj Kumar the patriotic hero of our times after Baby, Gabbar Is Back, Airlift and Rustom. Each star mentioned above have created an identity synonymous with the major festive season over the last few years. It's not that Akshay Kumar has discovered this new release strategy now. If you look closely his major films have coincided with weekends of Republic Day or Independence Day from the beginning of his career. But nowadays the business of films have become majorly dependent on national holidays or festivals and if a star has created an identity for his films' release then it's good for all associated."