But the much-anticipated Pushpa 2: The Rule, starring Allu Arjun and Rashmika Mandanna, is setting a new precedent. Scheduled for release on Thursday, December 5, a regular working day, the film is breaking away from the conventional strategy of aligning major releases with festivals or holidays.
According to industry tracker sacnilk.com, the Sukumar directorial has already sold more than 8.17 lakh tickets and amassed ₹37.64 crore in advance booking, eyeing nearly ₹100 crore opening at the box office.
“It’s high time filmmakers, actors, distributors and studios realised they shouldn’t rely solely on festivals or holidays for their films to deliver a smashing opening,” trade analyst Taran Adarsh said in a post on X.
He highlighted the releases of SS Rajamouli’s Baahubali 2 and the Ranbir Kapoor-starrer Animal that went on to create major records, despite hitting theatres on non-holidays. Baahubali 2 was released on April 28, 2017, while Animal made its debut in theatres on December 1 last year.
Shah Rukh Khan’s Jawan shattered box-office records with over ₹643 crore in earnings following its release on September 7 last year.
“All three are non-holiday releases… In an industry that often relies on festive dates for #Boxoffice success, these films, and many others, have redefined the rules,” Adarsh said.
Why festival releases matter
“In India, cricket and movies are a favourite pastime. Big films are planned around holidays to capitalise on people turning to cinema halls for some family time,” trade expert Girish Johar earlier told India Today.
He added that films released on holidays and special occasions often get a 20-30% boost in their overall revenue.
Taran Adarsh told the outlet, “It is a holiday across the country. It’s not like one state observes a holiday while another does not. This year, it falls on a Thursday, and in some places, Monday is also a holiday due to Rakshabandhan. With so many holidays, why would anyone skip this date? It’s the best time to release a film from a revenue perspective.”
Moreover, festivals and holidays bring families together, offering filmmakers a captive audience.
SRK’s Pathaan, released on January 25, 2023, leveraged the Republic Day holiday to earn ₹543.05 crore, becoming India’s third-highest grosser. Similarly, Gadar 2, an Independence Day release on August 11, 2023, collected ₹525.45 crore.
Movies that failed despite festive releases
While festive releases are often seen as a surefire way to attract audiences, several Bollywood films have faltered despite the holiday advantage. Aamir Khan and Amitabh Bachchan’s Thugs of Hindostan (2018), released during Diwali, underwhelmed audiences with its weak storyline and execution. Similarly, SRK’s Jab Harry Met Sejal (2017), a Raksha Bandhan weekend release, failed to resonate with viewers.
Akshay Kumar’s Action Replayy (2010), also a Diwali release, was overshadowed by the more successful Golmaal 3. Ranbir Kapoor’s Bombay Velvet (2015), released near Eid, and Sanjay Leela Bhansali’s Saawariya (2007) failed to impress the audience.
The rise of OTT platforms has further shifted audience preferences. Many now choose to wait for online releases instead of braving packed theatres, diluting the festive rush.
With changing audience habits and the emergence of alternative viewing platforms, is it time to break the mould? Only time – and ticket sales – will tell.
