Masterful plan for Sallu release

Apr 30, 2012 - Joginder Tuteja

It seems the stars are truly on Salman Khan’s side. For his forthcoming Ek Tha Tiger, Sallu will enjoy a six-day extended weekend at the box office, possibly ensuring that he breaks a box office record or two. Wondering how that’s possible?

Now, Sallu and YRF have apparently zoomed in on August 15 as the release date for Ek Tha Tiger. With the public holiday falling on a Wednesday, only a Thursday and Friday fall between the action adventure and the true weekend. But the fun doesn’t stop on Sunday. Id falls on Monday, August 20, ensuring that the audience gets a prolonged chance to view the shenanigans of the Dabangg superstar.
A similarly fortunate arrangement had immensely benefited Sallu’s previous release, Bodyguard, with it enjoying an uninterrupted five-day long weekend. But Ek Tha Tiger has surpassed that as well. “You can expect a tremendous outcome for the film since the challenge of what we in the industry call the ‘Dreaded Monday’ has been taken care of as well. The biggest of films are otherwise known to suffer some drop in collections on the Monday following their release weekend. It should reap the benefit of four holidays immediately since its release,” said a veteran trade pundit. Bodyguard became Sallu’s biggest ever grosser, with its total earnings amounting to `140 million, but Ek Tha Tiger is expected to surpass even that.
YRF however, have maintained a steady silence on their strategy. “We are yet to make an announcement regarding the release date for Ek Tha Tiger,” was all Rafiq Gangjee, vice president — marketing and communications, YRF said.

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