Dual delight: Theatres set to cash in on the Yuletide box office clash
NEW DELHI : Shah Rukh Khan’s Dunki and Prabhas’ Telugu film Salaar are gearing up for a box office clash this weekend during the Christmas holidays. While this may spark a screen tussle in select markets, theatres across India expect to end the year on a high note considering that the two films target different demographics.
While Khan is riding high on the success of Pathaan and Jawan in 2023, and is poised to capture the multiplex audience in the north and cosmopolitan metros of south India with his third release, the Telugu action film aims to cater to mass-market viewers in south India, garnering more single screens. The period between Christmas and New Year’s has traditionally been a lucrative time, especially for urban multiplex markets.
Khan’s movie has an edge with its release a day earlier, on Thursday, this week. “Advance sales of both films are off to a great start and we expect significant traction for both films based on past numbers, considering their holistic appeal as mass entertainers from different regions across the country covering both the northern and southern belts.
Instead of viewing it as a clash between the two films, it’s an opportune moment to engage the entire cross-section of the Indian audience, as there will be something catering to all tastes," Ashish Saksena, chief operating officer for cinemas, BookMyShow, said. During Christmas weekend and end-of-year period, there is typically a surge in moviegoers with most families seeking to spend more time together, contributing significantly to increased footfalls in cinemas.
Analysing box office records, the year-end festive weekend often gives a boost to overall ticket sales, said Saksena. Unlike Khan’s previous two releases, Pathaan and Jawan,
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