Is Wednesday the new Friday in Bollywood?

Friday fervour continues to rule Bollywood with it being the day of release for almost all Bolly flicks hitting theatres. But seems like Friday's status quo is all set to be challenged by Wednesday this year as two of the most awaited films are set to release on those days. For rival actors Shah Rukh Khan and Salman Khan, Friday fever will hopefully make way for wonderful Wednesday as they each have a film that will hit theatres on the day. So, while Salman's 'Bodyguard' releases on August 31, Shah Rukh's 'Ra.One' will release on October 26 — both Wednesdays. Apparently film 'Bol' too is slated as a Eid release.

Trade analysts point out what's prompted the stars to advance their release dates from a Friday to Wednesday is the fact that the two Wednesdays co-incide with two festivals — Eid-ul-Fitr and Diwali. According to the previous track records, the festival days ensure maximum footfalls in a theatre thanks to the joyous and celebratory mood and filmmakers are keen to cash in on it by releasing the films on the same days. "It makes perfect sense to make the most of the longish weekend," they say unanimously.

But industry observers are also quick to point out that it's not a new trend at all. "Each year the most-anticipted films are released around the time to co-incide with the festival especially if it's a day or two prior to the weekend," they explain. "That way the films are sure of deriving the maximum benefit of the festive season coupled with what is assumed to be a fun and joyous weekend," says trade analyst Komal Nahta.

Trade analyst Taran Adarsh adds, "There's no doubt that these festive days are big money spinners. These films releasing on Wednesday instead of the traditional Friday translate to more business as it equates to longish weekend movie-watching."

Incidentally, SRK's other big release 'Don 2' is set to hit the theatre on a Friday (December 23) and not Wednesday even though it's around Christmas. That's because 25th happens to fall on a Sunday. A leading distributor adds, "Salman is on an all-high, while it's a Rs 100 crore plus for SRK who also seems to be in top form this year. We have seen in the past how films have benefitted by mid-week releases during festive season. I think it's a very wise decision."