We can’t remember a single movie in 2018 that hasn’t shifted its release date. And now Hichki is about to do the same. Only it’s not to avoid any clashes but in fact to target a wider audience!
Apparently, during the private screening of the film, the outstandingly positive reactions have changed the internal YRF team’s mind. They believe that the family movie is exceptional and should release post exams to get a wider audience. Even Aditya Chopra seems to be on board with the idea.
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Starring Rani Mukerji, the film revolves around the character of Naina Mathur who suffers from nervous system disorder, Tourette Syndrome and aspires to be a teacher. This disorder forces an individual to make involuntary repetitive movements or sounds. The movie focuses on turning a negative aspect of one’s life into a positive one and staring down at challenges that life throws. It also shines a light on discrimination in the society and how it’s become part of one’s daily lives.
“The multiple screenings of Hichki saw outstanding reactions. The audience in attendance have called it one of the best content driven & heartwarming movies to ever come out of YRF. So naturally, the reaction of the team is that does Hichki currently have the best release date to get an extended run in cinemas across India,” says producer Maneesh Sharma.
Maneesh adds, “Hichki is an out and out family movie that will entertain audiences across all age groups. The YRF team decided that 23 March, 2018 is the best release date for Hichki especially given the post exam scenario for students and families - the most relevant TG for this film.”
Manan Mehta, VP – Marketing and Merchandising, YRF says, “With exams out of the way, 23rd March gives us the opportunity to reach out to and speak to the youth, especially school students, and their families as this film is extremely relevant to them. For a special and brilliant family movie like Hichki, we have a strong marketing plan in place to trigger discoverability of the movie that we hope in turn would generate word-of-mouth.”
Rohan Malhotra, VP – Distribution, YRF says, “Hichki is an incredible movie which is full of heart & it has a strong message at its core. The movie will entertain audiences, ask the right questions and challenges the right themes which are prevalent in our society. We believe Hichki has the potential to stay in the theatres for an extended period of time and keeping that in mind, March 23rd is the best release date for the movie.”
Directed by Siddharth P Malhotra and produced by Maneesh Sharma, the movie is set to touch the hearts of audiences when it releases on 23 March, 2018.
