Release Date Pushed: Rani Mukerji’s Hichki To Hit Screens On March 23
Insiders reveal that private screenings of the movie have evoked positive reactions and the internal YRF team has convinced Aditya Chopra that the family movie that touches hearts should release post exams to get a wider audience...
The makers of Hichki, starring Rani Mukerji, have decided to postpone the
release the movie to 23 March, 2018. The reason –private screenings of
Hichki saw an unanimously positive reaction from audiences and the think-tank
at YRF believes that it will go down as one of the finest movies made by the
production house. The marketing and distribution team met with Aditya Chopra to
convince him that the high content movie needs a release window that could
bring in more audience so they have zeroed in on 23 March, 2018 as the best
release date for Hichki.
A Still Of Rani Mukerji From Hichki
“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.”
A Still Of Rani Mukerji From Hichki
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.”
Rani Mukerji In Hichki
Rani plays the character of Naina Mathur who has a
nervous system disorder, Tourette Syndrome that forces an individual to make
involuntary repetitive movements or sounds. Hichki focusses on turning
disadvantages into opportunities and staring down at challenges that life
throws at one and ultimately winning over them. It is also a subtle reminder
about discrimination that exists in our society and has become a part of our
daily lives. It highlights this through the story of Naina, who faces
discrimination from our society that firmly believes she cannot be a teacher
because of her disorder.
Directed by Siddharth P Malhotra and produced by Maneesh
Sharma, the movie is set to release on 23 March, 2018.
Image Source: Youtube/ YRF
