Swimming Against Current: SRK To Release ‘Jawan’ On A Non-Festival Day

Generally, all film stars prefer to release their movies on an important festival day. But Shah Rukh Khan is different; he has chosen a non-festival day to release Jawan, his second release this year. Those close to the actor feel that he didn’t want to upset those who have already announced release dates of their movies in the third quarter of the year which includes Ranbir Kapoor’s Animal and Ajay Devgn’s Maidaan. It is probably after Fan which was released in April 2016, the actor has chosen a non-festival release date – Janmasthami, which is not a big ticket film day as far as exhibitors are concerned. But they are fine as SRK’s Pathaan released on Republic Day was a runaway hit creating box office history.  Those in the trade feel that releasing films on festivals became fashionable in the nineties after globalization, and Indian movies becoming favourites of the Indian diaspora. A senior trade person said, “Earlier, Shah Rukh Khan had regular releases in between the Diwali releases as he used to work in many films but once he cut down on his films Diwali became synonymous with Shah Rukh, Eid with Salman Khan and Christmas with Aamir Khan. ” Coming back to Jawan the real reason for  SRK delaying the release from June 2 to September 7 is the film is still not complete and the film is VFX heavy and after the success of Pathaan he does not want to take a chance.