The ‘Jawan’ effect: How the SRK film has impacted big releases

by The Technical Blogs


‘Jawan’ featuring Shah Rukh Khan in a double role is shattering box office records with every passing day. It was released on September 7 and in less than a week, the film has already crossed more than Rs 500 crore. The Atlee-directorial has forced other producers to push other big releases, with studios ensuring to keep a 15-day window before releasing their films.


Sources told that producers have stayed away from the 15-day post release window of ‘Jawan’ release. “The film is continuing to do well and has resulted in big studios looking at dates in November and December for their titles,” sources added.

‘Jawan’ is being appreciated not just for its sleek action but also for its clean post-production work. Hence, it is being noticed that makers are now being cognisant of the audience’s demand and are making sure that the end product is an absolute best.

In fact, T-series head honcho Bhushan Kumar, revealed that ‘Jawan’s’ performance in the South also made them acknowledge the market and work on a promotional plan similar to ‘Jawan’. “If you see the advance booking for ‘Jawan’ was huge in the Telangana and Andhra Pradesh markets, which is the South market. My director, actors and heroine are from the South. ‘Animal’ is a pan-Indian film, so we are planning to do it in multiple languages, which is not just limited to dubbing in different languages. We want to promote it all over, like ‘Jawan’ did,” Kumar said. ‘Animal’ stars Ranbir Kapoor in the lead role, with Sandeep Reddy Vanga directing it.

In another news, Prabhas’ ‘Salaar’ makers also announced that the film has been postponed. The film earlier slated to release on September 28 will now be released later in the year. While the postponement is said to be done due to remaining post-production work, the effect of ‘Jawan’ in overall decision making cannot be negated.

All of these films are big-budget and potential box-office successes. Hence, makers are ensuring that there is enough window between releases so that all the films can benefit.

Even the films that are releasing next week, including Vicky Kaushal’s ‘The Great Indian Family,’ and Shilpa Shetty’s ’Sukhee’ are mid-budget films, with a rather niche target audience. Nevertheless, the studios have taken measures to maintain a two-week gap between the release of ‘Jawan’ and other productions. Consequently, the week following ‘Jawan’ will not witness any major releases, neither in theaters nor on OTT platforms. It is a through and through ‘Jawan-effect’.


‘Jawan,’ directed by Atlee, stars Shah Rukh Khan along with Nayanthara, Priyamani, Sanya Malhotra, Vijay Sethupathi, and others. Featuring Deepika Padukone in a pivotal role, ‘Jawan’ is one of the biggest hits of the year.

Edited By:

Trisha Bhattacharya

Published On:

Sep 13, 2023


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