2018 seems to be year of reshuffling film’s release date. And the latest film to join the bandwagon of the ones’ who have already postponed/preponed their film is none other than Rani Mukerji’s HICHKI.
The reason cited behind pushing the release date of this comeback film of Rani Mukerji post the birth of her first child is that the makers want the film to release at a time when students are done with their exams.
HICHKI that was supposed to release on February 23 has now been pushed to March 23. 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 as the best release date for HICHKI.
“The multiple screenings of HICHKI saw outstanding reactions. The audience in attendance has 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 is the best release date for the film especially given the post exam scenario for students and families - the most relevant target group 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.”
In the film 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 touch the hearts of audiences when it releases on 23 March, 2018.