Emraan, John, Anil, Ekta take on IPL : Bollywood News

There was a time till two-three years ago when no film dared to arrive in the weeks when IPL was in progress. However, Ekta Kapoor is taking a radical shift. Even though rest of the industry is continuing to follow the same practice by staying away from arriving during IPL (April 3 and May 26, 2013), Ekta is bringing not one, not two but as many as three of her films then. The men who are giving her this confidence? Emraan Hashmi, John Abraham and Anil Kapoor.

"This is shocking no less", says an industry veteran, "In one quick stroke, Ekta has done nothing less than declaring a war on IPL. When most are still staying away (with an exception of Sajid Khan's Himmatwala with Ajay Devgn which is the last release before IPL), no one is even thinking of taking such a step. However Ekta has confirmed that Ek Thi Daayan, Shootout At Wadala and Kuku Mathur Ki Jhand Ho Gayi would all have a date with IPL."

Emraan, John, Anil, Ekta take on IPL

This means that while the Emraan Hashmi starrer arrives on April 18, Shootout At Wadala with John Abraham and Anil Kapoor releases on May 1. A fortnight later her small budget film Kuku Mathur Ki Jhand Ho Gayi with a newcomer (Siddharth Gupta) also enjoys a comfortable release for itself before Karan Johar brings his biggie Yeh Jawaani Hai Deewani [Ranbir Kapoor & Deepika Padukone] on May 31, hence turning out to be the first Bollywood biggie after curtains come down on IPL.

Will Ekta unique strategy work?

"Well, Housefull 2 released during IPL this year and it worked. Even Vicky Donor, Ishaqzaade and Jannat 2 did very well. A small film like Hate Story too made profits", comments an expert, "Given the success rate this year, it is rather surprising that filmmakers are staying away from next year's IPL. What Ekta is doing is right. She has taken an early lead and now if at all others have to arrive, they would have to bargain for space."