Box office battle lines drawn

On October 20, Shirish Kunder?s Jaan-e-Mann will take on Farhan Akhtar?s Don, writes Hiren Kotwani.

india Updated: Oct 11, 2006 18:49 IST

Bollywood’s box office battlelines have been drawn and on October 20, Sajid Nadiadwala and Shirish Kunder’s Jaan-e-Mann will take on Ritesh Sidhwani and Farhan Akhtar’s Don.

Salman Khan, Akshay Kumar and Preity Zinta will take the red corner and Shah Rukh Khan, Priyanka Chopra and Arjun Rampal will take the blue corner. And each team has a taut game plan to win the fight.

It began as way back as Ganpati when producers Sidhwani and Akhtar released the music of Don a day before the 11-day festival. Not to be underestimated, Nadiadwala began his promotions overseas, “in places like New York and London with Preity Zinta,” says Nadiadwala.

Shahrukh Khan and Kareena Kapoor in a still from Don. 

The producer has also tied up with the MTV Lycra Style Awards where the film’s stars will walk the ramp. “That’s one way of reaching the audience, besides advertising campaigns in print, television, radio and outdoors.”

In another first, booking for


began on October 1 via mobile and internet, almost three weeks before the film’s release. “That was the suggestion from Fame multiplexes — to try it with


. They felt if it worked, they would use it for other films too,” says Sidhwani. “

The box office booking at Fame cinemas started on October 10, and so far the response has been encouraging.” Now it’s Nadiadwala’s move and he has scheduled “booking across all multiplexes from October 12,” he says. Revealing his other plans he says, “We also have a contest inviting you to ‘Meet your


where the winner gets to have lunch with Salman Khan and Akshay Kumar.”

Sidhwani’s move: “We have lined up various programmes for Don in print, television and radio. We have also tied-up with a news channel and an FM station for the purpose. It’s early to reveal the concept.You have to see and hear it to know it better.” He too has a host of contests planned with high-end merchandising as prizes.

Besides more events, Nadiadwala has also tied up with UFO Movies. “It’s a new technique of digitally beaming content through satellite, which minimises the risk of piracy.” At the end of round two, it seems the result of this bout will only be known on October 20.

First Published: Oct 11, 2006 20:30 IST