On March 23, several moviegoers using ticket-booking apps were taken by surprise once they noticed that advance bookings for Ek Din, slated for release on May 1, had already begun. At first, many assumed it was a technical glitch, as ticket sales normally open just a couple of days, or at best per week, before a movie’s release. Nevertheless, it soon became clear that this was no error and that the makers had indeed decided to open bookings for the Junaid Khan-Sai Pallavi starrer, that too 39 days prematurely.
EXCLUSIVE: Aamir Khan tries a BOLD latest release strategy – opens Ek Din’s advance bookings 39 days before release; Raipur delivers the BIGGEST surprise
Bollywood Hungama surveyed the film’s ticket sales across major centres within the country and located that tickets for Ek Din are currently on sale in nearly 20 cities. In all cinemas, tickets have been opened for less than one show up to now.
Delhi-NCR takes the cake, with Ek Din‘s advance booking opening in 24 screens, followed by Mumbai with 11 screens. In Chandigarh and Pune, tickets can be found in 3 theatres each. Meanwhile, the advance booking has opened in a single screen each in Ahmedabad, Jaipur, Surat, Vadodara, Indore, Bhubaneswar, Amritsar, Dehradun, Guwahati, Udaipur, Prayagraj, Raipur, Patna, Gorakhpur, Jalandhar, etc.
What has come as a pleasing surprise is that despite such an unusually early begin to advance sales, and despite Ek Din not being a front-loaded film, the response has already been encouraging. Though the film appears to cater more to an urban, multiplex audience, it has also managed to generate curiosity in B centres. The most important surprise has emerged from Raipur. As of 8:00 am on April 11, 46 tickets had already been sold at PVR City Center Raipur, a formidable number given the circumstances. PVR Palladium Mall Ahmedabad follows with 37 tickets sold, while Inox Orion Mall Gorakhpur has sold 18 tickets. Several cinemas in Mumbai and Delhi-NCR, too, have already sold around 20 tickets each.
As per data accessed by Bollywood Hungama, greater than 520 tickets have already been booked across the country. This has happened despite the makers doing negligible promotion across the opening of advance sales. Interestingly, Ek Din is produced by Aamir Khan, a filmmaker long related to daring and path-breaking release strategies. Opening the film’s advance booking nearly 40 days before release appears to be yet one more unconventional move from his playbook.
Also Read: Ek Din song ‘Konichiwa’ is pure travel romance magic — Sai Pallavi & Junaid Khan steal the show with their chemistry
More Pages: Ek Din Box Office Collection
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