Mohit Suri’s intense romantic drama Saiyaara, featuring Ahaan Panday and Aneet Padda, is slated to release on Friday, July 18. Industry insiders are predicting a surprising opening, thanks in part to an innovative release plan rolled out by the producers and distributors, Yash Raj Films (YRF), who communicated the strategy to cinemas just yesterday.
The makers were quick to share the details on their social media handles, check their post on Insta:
According to an exhibition source speaking to Bollywood Hungama, YRF has instructed theatres to begin Saiyaara screenings no earlier than 9:30 am on release day. Furthermore, cinemas are restricted to showing a maximum of six screenings on July 18 only. From Saturday, July 19 onward, theatres are free to schedule as many shows as they wish.
To attract younger audiences, YRF has launched two special initiatives. First, a popular discount code ‘SAIYAARA’ on BookMyShow offers a 50% discount on a minimum purchase of two tickets, up to Rs. 200 off. Second, the first show of the day at 9:30 am is set to be “specially priced” to appeal to college students, while all other shows will maintain regular weekend pricing.A trade expert noted, “Limiting the number of shows to six will likely boost occupancy rates across all screenings. Given India’s price-sensitive market, the BookMyShow discount is a strong draw.
Also, the cheaper morning show pricing will encourage more early-bird viewers, particularly among youth.” The expert added that while morning shows traditionally attracted viewers under 25, this trend declined post-pandemic but Saiyaara might revive it.
This release approach makes Saiyaara the second recent film to adopt creative strategies to entice audiences. Last month, the hit Sitaare Zameen Par starring Aamir Khan also experimented with unique scheduling, limiting shows to between 11:00 am and 5:00 pm on release day. It seems filmmakers are increasingly exploring fresh ideas to engage viewers in a changing market.
