We had reported how film releases on days other than Friday seem to be gaining traction. Another trend that is fast catching on, especially with Bollywood biggies, is securing (read: grabbing) holiday releases for movies.
Just the other day, it was announced that Salman Khan starrer Mental would hit screens over the Republic Day weekend next year. Now, Akshay Kumar is following suit, what with Once Upon a Time in Mumbaai Dobara already confirmed for an Eid release and another film titled It’s Entertainment to occupy a holiday slot as well.
A source close to the film told TOI: “It’s Entertainment has been slated for a March 28, 2014 release. This gives it a four-day weekend with Monday, March 31, variously celebrated as Gudi Padwa and Ugadi in Maharashtra and the South, respectively.” Apart from the festive significance, “The day would be the first Friday after completion of board examinations at school level,” said the source, adding, “The film has Tamannaah Bhatia as the leading lady and is a family entertainer. So, Akshay stands to benefit a lot from the four-day weekend.”
Director duo Sajid-Farhad, who make their debut with It’s Entertainment, couldn’t have asked for a better release date as the weekend would be one of the last ones before commencement of IPL 2014.
When contacted, producer Ramesh Taurani confirmed the news and said: “Yes, that’s right. These are the reasons why we have chosen this date. It’s a fantastic day and we have planned it all accordingly.”
As things stand, the film will go on floors next month and will be shot extensively in Bangkok. It stars Sonu Sood and Mithun Chakraborty with whom Akshay has worked in Singh is Kinng and OMG: Oh My God!, respectively.
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