What's in a release date?

The release date can spell the difference between a success and a flop, writes Vajir Singh.

When Yashraj recently announced its decision to postpone the release date of two of its much-awaited movies — Dhoom II and Kabul Express — it was a surprising move coming as it did from Bollywood's most organised, disciplined production house. But it also underlined the make-or-break importance that a film's release date has acquired of late.

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With piracy nibbling away at its revenues, and most films standing to recover their budgets in the first week, few can afford to slug it out at the theatres with a biggie. Besides, there are a host of other factors dependent on the release date that can affect a film's fortunes and most production houses chalk out a well-researched release date strategy.

Which is why most big producers who've done their homework announce their release date, even if it is a tentative one right at the movie's launch, says trade analyst Indu Mirani. They convey the date primarily to their distributors and exhibitors so that the latter are given enough time to make their plans and hire theatres accordingly.

Distributors certainly want the freedom of choice, and not only for the 'multiplex movie'.

"These days says the selection of cinemas plays a vital role. Nowadays watching cinema is like a picnic for the entire family. Multiplex ensure you entertainment right from movie to food to shopping," says Mirani.

Pankaj Jaisingh of Shree Ashtavinayak Cine Vision, one of the industry's leading distributors, explains, "Planning your release date well in advance has multiple advantages – the obvious one is that you can keep track of which movie will be releasing before and after your movie. Then, the marketing and publicity campaign can be hyped up accordingly three weeks prior to the release. Lastly, you can inform your busy stars to make themselves available for the promotional activities, which help to get that all-important 'opening'."

Unless it is holiday season or the Diwali-Eid period (which is considered the most lucrative) two films releasing on the same date can cut seriously into each other's business. Especially in multiplexes, given the steep cost of their tickets.

Says Jaisingh, "It's nothing but good business sense — a solo release always helps in getting good returns. Take Golmaal-Fun Unlimited — we announced the release date well in advance and thus no other big project was released at the same time." Jaisingh certainly has a point: Golmaal has been declared a hit.

Now for the view from the distributor's side. Rajasthan Shrikant Sethi of Vardha Pictures tells of how being informed well in advance about the release dates of Phir Hera Pheri and 36 China Town helped tremendously.

"The producers informed me about their release plans two months in advance. In such a situation it was easy for us to book the best theatres and it gave us enough time to do local publicity. We were also able to strike a good deal with the multiplexes. If we're informed at the last moment, we have to bow down to whatever offer we get from the exhibitors."

There are some who believe that a good film will hold its own regardless of the competition, citing the well-known example of 'jodis' like Dil and Ghayal or Gadar and Lagaan. Producers are also less wary when it comes to the Diwali-Eid period. For instance, Don, Umrao Jaan and Jaaneman have announced their intentions to release at this time.

So, what prompted Yash Chopra to postpone the release of Dhoom II and Kabul Express?

According to trade analyst Amod Mehra, "The post-production work of Dhoom II has taken a lot of time and they've extended the shooting for 15 more days. That's what must have affected their release plans. However, Kabul Express is already complete and been censored, so one doesn't understand the logic behind delaying its release date."

There was also a rumour that after watching Hrithik Roshan and his action in Krrish, Aditya Chopra decided to re-shoot the action sequences in Dhoom II.

"I don't think that's the reason," says Mehra, "In fact, Aditya Chopra saw the rushes of Krrish in January and he did say, 'We'll have to double our work in Dhoom II'.

"Later, he hired a foreign stunt choreographer for Dhoom II." However, according to distributor Rajesh Thadani of Nimbus Films, "The change in plans will not affect Yash Raj Films. Dhoom II and Kabul Express are among the most anticipated movies and I think the other films lined up for release on the same days will definitely be shifted to other days."