The release of Dharma Productions’ remake of Stepmom, We Are Family, has been advanced by a week to avoid a clash with two biggies — Salman Khan’s Dabanng and Rajnikant-Aishwarya Rai Bachchan starrer Endhiran.
Two days ago, it was decided that instead of releasing in the festive week of Eid, Karan Johar’s family drama would open on September 3. This is the fag end of Ramzan, that is traditionally considered a lean period by the film trade because devout Muslims steer clear of any kind of entertainment during this month of abstinence."When we had zeroed in on September 10, we had not anticipated coming together with two big-budget films," reasons debutant director Siddharth Malhotra. "We have an A-list cast of Kajol, Kareena Kapoor and Arjun Rampal but still, it was prudent to shift the release date rather than eat into the business of the other two films and mar our own prospects. If it’s a good film, it will draw crowds even in the second week."
Fan following Malhotra, whose father produced Garv, admits to being a huge Salman fan. “The Dabanng promos are outstanding. I’ll catch the film, first day, first show,” he says. “Coming against a star like Salman was a risk.
To take on South supremo Rajnikant made it a double risk. In a male-dominated industry, it would be foolish to pitch our woman-oriented film against them.”
PS: Kajra Re is also targeting an Eid release. Will Himesh Reshammiya then take on Salman Khan and Rajnikant?