Box Office – Airlift and KKHH 3 to bring ‘achche din’ back in theaters

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16jan_Airlift-Akshay04Ever since the release of Bajirao Mastani and Dilwale in December last year, Bollywood has been waiting for a big film to hit the screens. Wazir was a niche affair and hence did the kind of business that one expected from it. As for the larger mass, there has just been no entertainment in the offing for over a month now. Really, for a hardcore movie fan, it has been a wait too long for a good entertainer to release and bring back that dose of weekly fun in theaters.

All of that should happen with the twin releases of the week – Airlift and Kya Kool Hain Hum 3. Both films are as different from each other as one can imagine.

Airlift is the bigger of the two, has a superstar (Akshay Kumar) in the lead, is seeing a wonderful pre-release response all over, has a great trending on social media with an almost cent-percent ratio of ‘likes’, is being promoted aggressively, and above all, has an apt release setting, considering its patriotic theme coinciding with the BIG Republic Day holiday on Tuesday. On the other hand Kya Kool Hain Hum 3 has made most of the one month promotional window, is a product of a hit franchise, has a set target audience for itself, isn’t a kind of film that depends on critical acclaim, and is set to penetrate well in single screens.

For audience, it is a good choice to make as there is different kind of entertainment in the offering. In the interiors, Kya Kool Hain Hum 3 would bring in gentry for the lowbrow entertainment that it has to offer. On the other hand, over the years Akshay Kumar has worked on creating a new fan-base which roots for his films like Holiday, Baby and now Airlift. That would keep the upper strata in major cities interested.

All of that means that with a good release placement and show timings that both films are set to get, it is going to be a bountiful of weekend all over again. Expect some good numbers to display at the Box Office.

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