Dhurandhar The Revenge has rewritten many records and changed the game in many ways. Though it was released in the Eid weekend, it was scheduled to be released two days before Eid, on March 19, to coincide with Gudi Padwa and other holidays. Two weeks before the release, the producers – Jio Studios and B62 Studios – decided to organize paid previews from 5:00 pm on March 18.
For the longest time, it was said that makers should avoid releasing films in Ramzan or just before Eid and instead should bring out the film on the festival in order to attract considerable footfalls. Meanwhile, Dhurandhar The Revenge collected Rs. 211 crores before the day of Eid. And this is not the first film to do such business in the ‘dry’ period. Ek Tha Tiger (2012) was released six days before Eid. In the first five days, it earned Rs. 100.16 crores, a huge amount for that time. A year later, Bhaag Milkha Bhaag (2013) was released in the Ramzan period and yet went on to accumulate Rs. 108.93 crores in its lifetime. KGF - Chapter 2 (2022) was released nearly 2 ½ weeks before Eid. That didn’t stop the film’s Hindi version from collecting approx. Rs. 370 crores in those 18 days!
The industry has taken note of this aspect, especially after Dhurandhar The Revenge. A producer told Bollywood Hungama on condition of anonymity, ‘There were no releases for several weeks in February and March this year because of Ramzan. Imagine if an exciting film had arrived during this period; it could have done huge business. The industry needs to learn from this, because there are times when hardly any films are released, while in some months, every week is crowded with multiple releases.”
Trade speaks up
Trade veteran Taran Adarsh said, “There’s a huge section of the audience wanting to watch films. And if that film happens to be Dhurandhar, toh phir kya kehna (smiles)? The way people are praising the film, it’s unimaginable. I was so excited about watching the film. The last time I felt like this was for Sholay (1975). I remember accompanying my father to his Trade Guide office and being desperate to reach the Minerva Theatre on time. I didn’t even want to miss the censor certificate. I felt the same excitement for Dhurandhar that I had felt for Sholay.”
Distributor and exhibitor Raj Bansal also confirmed, “The myth has indeed been broken, that films don’t work in Ramzan. In fact, it was shattered nearly 10 years ago.”
Satadeep Saha, CEO of SSR Cinemas Pvt Ltd, remarked, “The myth has gone. When a film is great, the audience is bound to come. And when a film doesn’t generate excitement, it won’t get an audience, regardless of its release period.” He also reminded, “Not just KGF, even RRR did big business in the Ramzan period of 2022.”
Meanwhile, actor-producer Viveck Vaswani commented, “I think in the days of single screen, it did make a difference. But in the era of multiplexes, nobody gives a damn. They just want to see the film, regardless of Ramzan. But in the Tier-2 and Tier-3 cities, it definitely makes a dent. We may not realize that in Mumbai or Delhi. However, it does make a difference in the interiors of Maharashtra, Uttar Pradesh, etc.”
Lastly, Tanuj Garg, Managing Partner, Ellipsis Entertainment, stated, “I think Dhurandhar has busted many long-standing myths, which is precisely why I’ve never subscribed to sweeping theories and generalizations propounded by a section of the trade. First thing first, it proves that a robust, wide and distinct theatrical audience exists, but only for the right film. This should silence those who've been sounding the death-knell of cinemas for long now.”
He further said, “Everyone who said our audiences prefer shorter films, that U/A-certified films are essential for numbers, that Ramzan isn’t the right window for release, that gore keeps women away, or that high ticket prices are a deterrent, has effectively been proven wrong. At the end of the day, compelling storytelling and conviction in one's content will always find its audience.”
More Pages: Dhurandhar The Revenge Box Office Collection , Dhurandhar The Revenge Movie Review
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