Something unimaginable has happened at the Box Office with Avengers: Infinity War taking a mind boggling opening of 31.30 crore. Despite the fact that it has been released at just 2000 odd screens, the opening has been on an altogether different magnitude. This now pretty much sets the stage for Salman Khan’s Race 3 which is the next BIG film to hit the screens.
While it is a given that it would see a widespread release at over 4000 screens, it won’t be surprising if the count of 4500 is crossed as well. Moreover, it is also releasing on Eid holiday, which is Salman Khan’s backyard.
Hence, all eyes are on how big does the film open on 15th June.
Of course, while Avengers had released at mostly premier properties with high price tickets (especially due to 3D, IMAX and 4DX format adding to the revenue generation as well), Race 3 will be more evenly spread out. Other than premier properties at major cities, a wide count of screens would be reserved at smaller theaters in B and C centers as well where ticket prices are less than even Rs. 100. Hence, it would be wrong to assume that double the count of screens will also result in double the moolah generated. As a result, you can’t really imagine a 60 crore opening day for the mega film.
However, it would be fair to say an opening day around the 50 crore mark would be the real benchmark for the film. After all, there have been films in the past that have scaled the 40 crore boundary. Happy New Year, Baahubali 2 [Hindi] and Prem Ratan Dhan Payo have all gone past the 40 crore mark on the day of their release and it is now on Salman Khan to better his own record with Race 3.
The film’s timing is right too as it would be arriving after the IPL euphoria would have been over and audiences would have been waiting for big screen entertainment. After Avengers – Infinity War, there won’t be any big ticket release for number of weeks which is bound to make audiences hungry for some popcorn entertainment. This is what would set the stage for Race 3 to open huge.
All eyes are now on how do the makers [Tips, Salman Khan] pitch the film appropriately from the marketing, promotional and release standpoint, and ensure that Race 3 gets the kind of showcasing that it deserves.
Joginder Tuteja tweets @tutejajoginder