Until a couple of years ago, no film would dare to arrive within the same time frame as the IPL. And although the industry on the whole has continued to follow the practise, Ekta Kapoor isn’t afraid of going down a different, radical path. In 2013, between April and May (when the IPL will be on), Ekta will have not one, but three films releasing. And the stars who’re giving her the confidence to do so are Emraan Hashmi, John Abraham and Anil Kapoor.
“This is shocking, because what Ekta has done is declare war on the IPL. Ekta has confirmed that Ek Thi Daayan with Emraan (April 18), Shootout At Wadala starring John and Anil (May 1) and Kuku Mathur Ki Jhand Ho Gayi which sees the debut of Siddharth Gupta will all release during the IPL (window),” an industry analyst commented.
Will Ekta’s strategy work?
“Housefull 2 released during IPL this year and it worked. Even Vicky Donor, Ishaqzaade and Jannat 2 did very well. A small film like Hate Story too made profits,” pointed out another trade expert. “Given their success, it is rather surprising that filmmakers are staying away from next year’s IPL. Ekta has taken an early lead.”