The box office is witnessing unprecedented demand this weekend as both Raja Shivaji and The Devil Wears Prada 2 opened to massive crowds. Following sold-out paid previews for the fashion sequel and a grand debut for the Maratha epic, word-of-mouth has been exceptionally strong. To manage the overflow, major exhibitors have taken the rare step of opening post-midnight shows on Saturday and Sunday to accommodate the “crazy” rush from fans.
In Mumbai and other major urban centers, The Devil Wears Prada 2 is dominating late-night slots at luxury cinema chains. PVR locations across the city, including Oberoi Mall, Lido, and Le Reve, have added screenings as late as 1:40 AM to cater to urban audiences and the elite crowds driving the film’s success. More theaters in mega-cities are expected to add similar late-night slots as the weekend progresses to maximize the film’s urban footprint.
The demand for the Marathi version of Raja Shivaji is equally intense, particularly across Maharashtra. The MovieMax chain has led the way by scheduling shows well past midnight in locations like Mira Road, Sion, and Kalyan. Notably, in Nagpur, fans can catch the historical drama at 1:15 AM, while Kanjurmarg and Dombivali have pushed the envelope further with screenings starting as late as 2:20 AM on both Saturday and Sunday.
Industry insiders explain that while there is an overwhelming appetite for both films, a crowded release calendar has led to significant capacity issues. By playing shows after midnight, exhibitors are finding a way to satisfy the high demand that regular daytime slots cannot fulfill. This strategy is expected to result in a massive weekend total for both productions, adding to an already bountiful period for the film industry.
The weekend’s success isn’t limited to these two blockbusters; other releases like the Malayalam film Patriot, the horror-comedy Bhooth Bangla, and Michael are also maintaining strong momentum. With theaters running nearly 24/7, the industry is looking at a highly profitable start to May. The trend of post-midnight shows is likely to expand to even more centers across the state as fans scramble for tickets.
