Choosing an appropriate release date for any film lays the foundation of a film’s success. Release date plays a vital role in the success or failure of a film. Without a proper release date, we have seen the best of content go waste with a proper and planned release date, even a film pretty average on content can make money for it’s producers. In this competitive day and age, release dates are very important. It is very important for any film to take a good start at the box office. A film released during a holiday period or a festival gets maximum footfall, maximum screens and undivided attention of the paying audience.
Punjabi Cinema tasted bumper success when Manje Bistre released on the occasion of Vaisakhi earlier this year. Vaisakhi is auspicious in limited states and is widely celebrated only in Punjab. However, it is bigger holidays like Diwali, Eid, Christmas, Independence Day, etc. which have a much bigger scope for a wider release and wider audience.
This year, Punjabi Cinema will witness it’s 1st ever Major Festival release happening with Ravinder Grewal & Sara Gurpal starrer Dangar Doctor Jelly. The Atharv Baluja directed film will release on October 20, 2017 which happens to be the Diwali week. Dangar Doctor Jelly is a comedy entertainer which will entertain the Punjabi Cinema audiences who will be in a mood to get entertained. On a personal level, I feel that it is a completely planned and strategic move on the part of the makers by identifying a time of the year when their film would cater to their audience.
There was a time when there would be maximum 4-6 punjabi movies released in a year. Now we have around 35-40 punjabi movies every year, and with increased content comes the need for an interesting release period and one thing which has remained unchanged during this reinvention of Punjabi Cinema is that we still have only 52 Fridays per year to accommodate these films and add to it the growing demand for Hollywood Content among the audience and the long term competitor, Bollywood.
To figure out which film caters to what audience and for that audience, which is the interesting period to release the film is the main task of distribution and release. Dangar Doctor Jelly is one such film which caters to the family audience and during the season of Diwali there is a lot of enthusiasm and craze among families to enjoy light-hearted films and I pretty much feel that Dangar Doctor Jelly can be one such film which can be enjoyed together by the whole family.
However, to counter that a film releasing on a holiday certainly has an advantage but of course it’s the content that does the talking in the long run. Love Punjab and Ardaas are two examples. Both big Punjabi films released on the same day and both made huge money. And here, it will be a clash of 3 big films, 2 from Bollywood and 1 our own Punjabi Film, Dangar Doctor Jelly.
Dangar Doctor Jelly features Ravinder Grewal and Sara Gurpal in lead roles. The film also features Geet Gambhir, B N Sharma, Sardar Sohi, Karamjit Anmol, Rajiv Thakur, Hobby Dhaliwal & many other established actors from Punjabi Cinema. Directed by Atharv Baluja and Produced by Vivek Ohri of Ohri Productions along with Blue Fox Motion Pictures, Shivoham Media and Anil Arora, the film releases worldwide on October 20, 2017.