The new year initiated with many movies being postponed not once but twice, all due to 'Padmaavat' controversy. And yet again Rani Mukerji's comeback film "Hichki" release date has been shifted from February 23 to March 23. The decision has been taken by Yash Raj Films keeping in mind the examination season that is ought to strike in the last week of February that will continue until the third week of March. YRF head Aditya Chopra is said to have been convinced by the marketing and distribution that "Hichki" needs a release window that could bring in more audience. Manan Mehta, Vice President - Marketing and Merchandising, YRF said:
With exams out of the way, March 23 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.Producer Maneesh Sharma also said in a statement:
The multiple screenings of 'Hichki' saw outstanding reactions. The audience in attendance have called it one of the best content driven and 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.He described it as an
out and out family movie that will entertain audiences across all age groups.Sharma further added;
The YRF team decided that 23 March, 2018 is the best release date for 'Hichki', especially given the post exam scenario for students and families - the most relevant target audience for this film.Rani plays Naina Mathur, who has a nervous system disorder, Tourette Syndrome that forces an individual to make involuntary repetitive movements or sounds. Directed by Siddharth P Malhotra, it highlights this through the story of Naina, who faces discrimination from the society that firmly believes she cannot be a teacher because of her disorder.
news courtesy: ians/business standard