PremiumShah Rukh Khan starrer ‘Pathaan’ now being planned to be released in China, Japan and Latin America
Yash Raj Films also has their ‘Sui Dhaaga: Made in India’ releasing in China on March 31 this year
Last Updated: 01.49 PM, Mar 30, 2023
The day and date of 25 January 2023 will forever be etched in gold in the memories of all the Bollywood cinegoers. The reason? Well… this was the day when the Shah Rukh Khan starrer ‘Pathaan’ got released in theatres. What is remarkable about the film is that, despite of many odds (in the form of Deepika Padukone’s costume controversy, trending hashtags etc…), the film managed to steer away it way into the hearts of the audiences and get the cash registers ringing at the box office window.
The film went on a record breaking spree. Even though the film had broken many records, a sample size of a few records which the film broke include ‘Biggest opening day for a Hindi film’, ‘Biggest opening weekend for a Hindi film’, ‘Only Hindi film to make Rs 70 crore in a day’, ‘Fastest Hindi film to hit Rs 100 crore, Rs 200 crore, Rs 300 crore nett box office’, ‘Biggest debut for Hindi film in North America’, ‘Highest-grossing opening day, single day and weekend for any Indian film in the UK’ and many more.
The latest update about the Shah Rukh Khan- Deepika Padukone blockbuster is that, the film is now being readied to be released across China, Japan and Latin America, as per a new report in Variety magazine. Akshaye Widhani, who happens to be the CEO of Yash Raj Films, was in conversation with the international magazine.
It was during this conversation that Akshaye Widhani had done an analysis about the success of the film ‘Pathaan’. He said that, there was a lot of excitement and hunger to see India’s biggest movie star (Shah Rukh Khan) on screen after four years and that they (YRF) wanted to preserve that. He also spoke about their ‘less is more’ marketing strategy which they had adopted during the film’s release.
As a part of this strategy, Akshaye Widhani said that, they held back Shah Rukh, not have him see the pre-release and also not have him interact with anybody pre-release. In the same breath, he added that, “But once the film is out, then we come out into the media. That was a conscious decision and one that paid off well, because the whole excitement to go watch him on screen became even more, and the hunger increased when you didn’t see him. And it worked well for us.”