The most private screenings of Rani Mukherjee’s Hichki has evoked outstandingly positive reactions and even the internal YRF team has convinced Aditya Chopra that the family movie that touches hearts should release post the exams of t6he children to get a wider audience.
The makers of Hichki, starring Rani Mukerji, have decided to postpone the release the movie to 23rd Mar, 2018. The reason, the most private screenings of Hichki saw an unanimously positive reaction from the audiences and the think – tank at Yash Raj Films (YRF) believes that it will go down as one of the finest movies made by the production house. The marketing & the distribution team met with Aditya Chopra to convince him that the high content movie needs a release window that could bring in more audiences so now they have zeroed in on 23rd Mar, 2018 as the best release date for Hichki.
“The multiple screenings of Hichki saw the outstanding reactions. The audiences in attendance have called it one of the best content driven & heart warming movies to ever come out of Yash Raj Films (YRF). So naturally, the reaction of the team is that does Hichki currently has the best release date to get an extended run in cinemas across India,” averred producer Maneesh Sharma.
Maneesh Sharma added, “Hichki is an out & out family movie that will entertain the audiences across all age groups. The Yash Raj Films (YRF) team decided that 23rd Mar, 2018 is the best release date for Hichki especially given the post exam scenario for the students & their families, the most relevant TG for this film.”
Manan Mehta, VP – Marketing & Merchandising, Yash Raj Films (YRF) averred, “With exams out of the way, 23rd Mar, 2018 gives us the opportunity to reach out to & speak to the youth, especially the school students & their families as this film is extremely relevant to them. For a special & 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.”
Rohan Malhotra, VP – Distribution, Yash Raj Films (YRF) averred, “Hichki is an incredible movie which is full of heart & it has a strong message at its core. The movie will entertain audiences, ask the right questions & challenges the right themes which are prevalent in our society. We believe Hichki has the potential to stay in the theatres for an extended period of time and keeping that in mind, 23rd Mar, 2018 is the best release date for the movie.”
Rani Mukherjee enacts 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 Mathur, who faces discrimination from our society that firmly believes she cannot be a teacher because of her disorder.
Directed by Siddharth P Malhotra & produced by Maneesh Sharma, the movie is all set to touch the hearts of the audiences when it releases on 23rd Mar, 2018.