Films clashing at the box office is no big deal, and there have been ample instances in the past where both movie releases have worked well even without overshadowing the other. And pre-Independence Day weekend this year already seems to be quite exciting, with three big films — Gadar 2, OMG 2 and Animal — locking horns on August 11. However, trade analysts and experts wonder if this is an ideal scenario, especially after the pandemic when there’s already such a backlog of films to be cleared. 

“This three-way clash is only overkill,” says film exhibitor Akshaye Rathi with disappointment, adding, “The August 15 weekend is a lucrative date for a lot of people, but since we are just emerging from the damages inflicted upon the industry during the pandemic, it’s important that we space out the releases in a way that every week we have enough content.”

Rathi also points out that besides these Hindi releases, there might be other language movies coming out, too, including one project starring Rajinikanth. More experts feel the same:

We need to space out to give everyone a chance at recovery. And people also don’t have such a budget to watch more than one film in a weekend, considering the prices of the tickets.

After the pandemic, people prefer to go out of town during such weekends. So, they (makers) need to change their mindset while planning the release calendar. They (makers) need to focus on revving the business and move accordingly.

“This has been the strength of the film industry. It is not clashing with the audience getting more options. We have screens to accommodate. It is good, not bad, for us. And when it comes to a film working, it is not about paying capacity but good content. If a film is good, it will work,” says Devang Sampat, CEO, Cinepolis.

We had summer months May and June, with no big release. Now, three films will come out together. It is not a good sign. Someone who probably could have made a bit more (money), will lose out because of the competition.

It’s not a healthy trend. Everyone has budget constraints. In fact, exhibitors and distributors will also be fighting among themselves to get enough screen and the shows. Everyone has a right to think of the release date, but they also need to look at the bigger picture at the moment.