Although “Kya Super Kool Hain Hum” had declared its release (August 2) months ago, the Jism 2 makers decided to come out on the same date. After a rational conversation that took place between the Bhatt productions and Balaji productions, Jism 2 was pre-poned to July 27, as it was agreed that both being keenly awaited sequels, should not eat into each other’s business by releasing on the same day.
The swap has supposed that the reason for delay of Jism 2 has to do with the makers’ inability to complete the post production on time. The official page of Jism 2 on a micro-blogging site says, “We had initially decided to shift the release of Jism 2 to July 27 from Aug 3 upon request by our distributors but will now stick to Aug 3!” (sic). It even said, “We are confident of our film & welcome all the competition in the world! So AUGUST 3, 2012, here we come!” (sic)
Amazingly, days after the Bhatts announced July 27 for Jism 2, director Pooja Bhatt informed a section of the trade saying that her film would release on August 3, as per the original plan. Not keen to set a stage for an unneeded clash, Balaji gracefully pre-poned the Riteish Deshmukh-Tusshar naughty comedy by a week. It is official now – “Kya Super Kool Hain Hum” will release on July 27.
“We have no qualms in coming a week earlier even though a change in plan puts a bit of strain on us to finish the post production in a timely fashion,” informed Tanuj Garg, CEO – Balaji Motion Pictures.
Nevertheless, the box office is far more essential to us so we have no self-importance about changing the release date. We are equipped to doing what it takes to release a week earlier. A friction divides the audience and does not benefit anyone,” he adds.
“The pingo of Kyaa SKyaa Super Kool Hain Hum is going to work very well for it, says a trade source. It is coming out on the same weekend as the one on which Once Upon A Time… had released in 2010. The marketing and PR of the film was long started and the comedy is already rated among the most extremely awaited ones. It has to be the ‘koolest’ film of the season. Also, being a Balaji film, it comes with a strong line of descent.
“By releasing on July 27, it will have a longer monetization window till Ek tha Tiger releases than it would have had had it released on August 2.”
Ekta Kapoor further confirmed, “We have never intended to cannibalize the business of any film. If Bhatt saab wants to take the slot that was earlier booked by us, we would be happy to make a way for him. He is a senior after all.”