Festive periods have always been considered lucrative by the film industry, with makers preferring these weekends over others to release their movies.
Salman Khan’s films, too, have consistently released on Eid ever since Wanted (2009). Post that, he has had a Eid release every year — Dabangg (2010), Bodyguard (2011), Ek Tha Tiger (2012) and Kick (2014). Talking about why he prefers Eid releases, Salman says, "During the festive season, families get time to watch films together. A lot of my movies have released on Eid, and I am very happy that Bajrangi Bhaijaan will again be releasing on Eid this year."
Amar Butala, co-producer and COO of Salman Khan Films, adds, "With every passing year, Eid has become synonymous with Salman Khan. Traditionally in Bollywood, Diwali, Independence Day, Republic Day and Christmas have been considered big release windows. But it was Salman’s Wanted that made Eid a lucrative window. Since 2009, he has set new box-office records. With Bajrangi Bhaijaan this year, Salman is also a producer, and we hope to exceed our previous records."
Kabir Khan, the director of Bajrangi Bhaijaan, recalls the success of the actor’s past Eid releases. "Three years ago, I witnessed, from close quarters, the hysteria that surrounds a Salman release on Eid. The Ek Tha Tiger release hysteria was a phenomenon that had to be seen to be believed. Over the past decade, watching a Salman film has almost become an integral part of Eid celebrations. As we are approaching Eid this year, I can already feel that familiar sense of public euphoria building up. Can’t wait for Eid to bring on Bajrangi Bhaijaan," he says.
Although the film releases on a weekday this time — Friday, July 17, which is a day before Eid, and not on Eid — trade experts predict the film will garner a response that’s similar to his previous films. "People await a Salman Khan film during Eid. This year is no exception. Bajrangi Bhaijaan caught the attention of the viewers from the first promo itself," says Taran Adarsh, trade analyst.
Bajrangi Bhaijaan is a family entertainer produced by Salman and Rockline Venkatesh. It stars Salman, Kareena Kapoor Khan and Nawazuddin Siddiqui in lead roles. The film will be distributed worldwide by Eros International, and is scheduled to release on Eid 2015.