On Monday (July 31) morning, social media was abuzz as Thala Ajith’s Vivegam was getting ready to be censored. The Siva-directed action entertainer was supposed to be the big solo release for the Independence Day weekend on August 11. The star’s fan-based social media accounts predicted that the film will smash all existing opening week records, as it was supposed to release in nearly 2,000 screens worldwide. And by afternoon, a lot of Twitter handles announced that the film has got through the censors with a U certificate.
Bad news?
But the celebrations were short-lived as there was an official announcement in the evening stating that Vivegam had been pushed to August 24, clearing the censors with a UA certificate. The mirth among fans quickly turned gloomy, but other Kollywood producers saw an opportunity to take advantage of. It looked like everybody was waiting for an official announcement from Sathya Jyothi Films, the producers of Vivegam, to go public with their release dates.
Opportunity beckons
Dhanush, whose VIP2 was scheduled to release on July 28, is now likely to hit screens during the Independence Day weekend or a week later on August 18. Leading producer Kalaipuli S Thanu, who is simultaneously releasing VIP2 in Tamil, Telugu and Hindi, feels that August 18 would be a better day, as there are no major Hindi or Telugu releases then. A week without opposition will give the Dhanush and Kajol-starrer headway in the Hindi heartland and Telugu states.
Now, everybody in Kollywood wants to release their films before Vivegam hits the screens for the big Vinayaga Chaturthi weekend on August 24. This coming Friday (August 4), there are no major Tamil releases, as Shah Rukh Khan’s Jab Harry Met Sejal will dominate the screens. The big clash for screens will now be for the Independence Day weekend as Jyothika’s comedy Magalir Mattum, Udhayanidhi Stalin’s Podhuvaga Emmanasu Thangam, Sibi Sathyaraj’s Sathya, Rana Daggubati’s bilingual Naan Aanaiyittal and Ram’s Taramani are scheduled for release. And the Hindi big release, Akshay Kumar’s Toilet: Ek Prem Katha, and three other Telugu films will be fighting for theatre space.
An August season
Meanwhile, a dozen other small and medium Tamil films, which were censored and ready, are looking for release days. There is Selvaraghavan’s long overdue Nenjam Marappathillai, Vikram Prabhu’s Neruppu Da, Santhanam’s Server Sundaram, CV Kumar’s Maayavan and a few others trying to get an August release. As per trade sources, nearly ₹150 crore is riding on August Tamil releases.
The major reason for the August rush hour is that the month has maximum extended weekends this year. August 7 (Monday) is Raksha Bandhan, a central government holiday, August 14 is Janmashtami and August 15 (Tuesday) is Independence Day. And the biggest of them all, August 25, a Friday, is Vinayaga Chaturthi.
Says a prominent theatre owner, “It is virtually peak holiday season every weekend with many public holidays. It’s sure to bring family audiences back to the theatres.
The recent hits Vikram Vedha and Meesaya Murukku have revived the box office post GST and ticket rate hike. These new biggies will be attractive to customers.”