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Money Talkies: Race 3 Hype Builds, Could Take 40-cr Opening

The race is on for the blockbuster Eid release, Race 3, this week. The Salman Khan-starrer ensemble action-drama has already created plenty of hype ever since its trailer released and, now, two days before the movie hits cinemas, the audience can barely contain their excitement. We spoke to some distributors across the country and discovered that the anticipation is only building ahead of the movie’s release.

Balkrishna Shroff, Distributor (Mumbai)

The craze for Race 3 is excellent. The movie is looking very good and advance bookings online are doing very well. People are as excited about Race 3 as they are about any other Salman Khan movie. While, earlier, the queues at booking counters were legendary, all the activity has moved online. I don’t think any other movie in 2018 has generated so much hype. The last film that the audience was super-excited about was Tiger Zinda Hai. Judging by how things are looking right now, first-day collections of Race 3 should be over Rs 30 crore.

Sakshi Mehra, Distributor (Delhi-UP)

There is plenty of excitement over the movie but the verdict from the audience will come in on Friday. Being a Salman Khan film with a big star cast, the movie has generated plenty of anticipation. Also, it is the holiday period and the Eid weekend. No doubt, the initial collections will be fantastic. I expect the film to be very big.

Gaurav Ruparel, Distributor (Rajkot)

The craze for Race 3 is building every day. People are delighted with the schemes being offered by Paytm and other similar apps that offer advance booking for movie tickets. I think the film will do huge business from the very beginning. It might earn more than Rs 40 crore on day one itself. People are always excited about Salman Khan’s films but this kind of craze was not there for Tubelight last year.

The hype is probably even more because there weren’t many children’s films during this vacation. So, that section of the audience is also excited. Also, people have not seen a commercial film for many months. Kaala has not done well and Veere Di Wedding is aimed at a certain section of the audience. The last commercial film was maybe Baaghi 2 and it released two months ago. That adds to the buzz around Race 3, as it is a family film.

Jaspal Dhingra, Distributor (East Punjab)

The talk around the film has increased over the last few weeks. The film has been marketed very well and people like the look of the film, which will definitely take a bumper opening. It is our hero Salman Khan’s movie, after all. The advance booking is quite remarkable and the buzz around the film has amped up in the last week or so. There is a spike in advance bookings too.

One, this is a Salman Khan film releasing on Eid and, two, the Race brand is huge. People can’t wait for the third instalment in this franchise and they want to watch Salman Khan in a Race film. Khan’s Tiger Zinda Hai was also a huge brand and it generated a lot of anticipation but Tubelight was a disappointment. It was a little thanda from the very beginning. But the trailer of Race 3 has made it clear that this is an action movie with a glamourous backdrop and movies like these are very popular among the masses. I think this film will take the biggest opening for any movie in 2018 to date.

This is a good time to release movies. The vacation and festival season is good.  Also, in North India, due to load-shedding of electricity, people don’t want to sit in the heat indoors. They prefer to step out with family. So, a movie like Race 3 will pull in the audience, just as Raazi, Parmanu and Veere Di Wedding did. But Race 3 will earn much more.

Sanjay Marudhar, Distributor (Central India)

Since this is an Eid release and it features Salman Khan, there is a lot of hype around the film. People have already started booking their tickets online. The Salman Khan and Eid combination always works for the audience. They look forward to it every year. But the hype is even more as Race 3 belongs to a huge franchise. The songs of the film are doing very well. No film has made as much noise as Race 3 is making this year and the collections of the film should be more than anything we have seen this year. The first day and weekend will be the biggest.

Debashish Dey, Distributor (West Bengal)

The anticipation about the movie is very good. The film features Salman Khan and we all know that Race is a very popular franchise. Hence the buzz will increase. It has action scenes at par with those in foreign movies and it is even more for a Salman Khan movie this time. All his films have fans in a tizzy, especially his Eid releases. The audience was very excited about Tubelight, Bajrangi Bhaijaan and Sultan but Race 3 has created a frenzy among the audience. This is the biggest release of the year, to date.

Advance booking is the biggest it’s been for a film in 2018 and it will pick up further tomorrow. What could be bigger than the combination of Salman Khan, Eid and Race? From what I hear, since Eid is on Saturday and Friday is the last Jumma, I think the day-one collections will be around Rs 38 crore, which is huge. Collections will grow on Saturday and even further on Sunday. The total for the first weekend will be around Rs 125 crore.

Rajesh Thadani, Distributor (Mumbai)

The opening of the film will be very good. The audience has been looking forward to watching this film in theatres and since it is the holiday of Eid, business is bound to be good. The main collections will be made on Saturday and Sunday, which will create a record-breaking opening weekend for this film.

Ravi Machhar, Distributor (Nizam)

The Race 3 craze is more than good. People have been booking tickets online and bookings have picked up today and will be even more tomorrow. When the film releases on Friday, I think it will cross Rs 40 crore. If it achieves that on its first day, we can expect a Rs 110-crore plus weekend. The film is big brand and it adds to the curiosity of the audience. It makes the film bigger than being only a Salman Khan movie releasing on Eid. Franchises do good business and when you have other great factors, the opening weekends are always good.

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