Holiday Releases To Drive Box Office

In the current fast-paced and highly competitive world of the film industry, the strategic timing of a film release is of great importance. This single factor determines the extent to which a film production will eventually become an unmitigated success or, conversely, tragically fall short of expectations. The careful planning and detail of executing a release calendar can, in fact, make or break a film's box office value and its impact on both critics and fans.

Filmmakers often release films during festivals like Dashain and Tihar, as the festive atmosphere and extended holidays draw large crowds to cinema theatres, helping films attract broader audiences and achieve greater commercial success. 

This tradition is prevalent in Nepal, India, and many other countries. Big-budget and highly anticipated films in Nepal are often released during Dashain and Tihar. As families and friends look for ways to enjoy themselves during the festivals, visiting the cinema becomes a favoured activity.

The long holiday increases major films' initial box office earnings, which is extremely important for a strong opening. Distributors and exhibitors see it as a golden opportunity, ensuring maximum screens and showtimes for the main releases. On the other hand, festivals put people in a celebratory and relaxed mood, encouraging them to visit cinemas in groups, significantly boosting box-office collections. For this reason, filmmakers consistently aim to release their films during such festive periods.

This year, as in previous years, several Nepali films are set to hit theatres during Dashain and Tihar. On Phulpati, three films, 'Balidaan' directed by Santosh Sen, 'Maitighar' directed by Milan Tamang, and 'Hari Bahadur Ko Jutta' directed by Dipendra K. Khanal, are set to be released simultaneously. Initially, Sushant Gautam's Abhimanyu: Chapter One was also scheduled for release on the same day, but the film's release has been postponed. Initially set for September 12, its release was first delayed due to the Gen Z-led anti-corruption protest, and later rescheduled for Phulpati on September 29.

However, as four Nepali films were scheduled to release on the same day, September 29, raising concerns over reduced show time, a new release date has been set in response to requests from exhibitors and distributors, as per the press release issued by the film unit. 

The production team has now fixed October 10 as the final release date. According to a press statement, the film will be released simultaneously in Nepal and abroad, in both Nepali and Hindi languages.

With Abhimanyu: Chapter One postponed, three major films casting popular actors will now clash on Phulpati. 

A similar situation was seen last year as well. During Dashain 2024, four Nepali films, ' Behuli from Meghauli,'  'Chhakka Panja 5,'  '12 Gaun,' and Jwai Saab were released. Among them, 'Chhakka Panja 5' and '12 Gaun' became massive hits.

According to the Nepal Film Development box office report, '12 Gaun,' starring Biraj Bhatt and Samir Bhatt, collected over Rs. 199.2 million, becoming the third highest-grossing Nepali film. Meanwhile, 'Chhakka Panja 5' earned over Rs. 152 million, ranking as the eighth highest-grossing Nepali film in the history of the Nepali film industry. Both films were honoured by FDB on the occasion of its 25th anniversary.

The other two films, 'Behuli from Meghauli' and 'Jwai Saab,' also managed to recover their investments.

This year, the Tihar lineup also looks competitive. A three-way clash is expected around Bhai Tika. On October 23, 'Soltini' starring Prakash Saput and Parikshya Limbu, along with 'Baristha Balaram' starring Dayahang Rai and Bijay Baral, will be released. A day later, on October 24, 'Maijharo' featuring Dhiraj Magar, Miruna Magar, and Deeya Pun will be released in cinemas. Interestingly, multiple films featuring the same actors are released simultaneously, creating extra pressure for the stars and their promotional teams.  

For instance, Dayahang Rai headlines' Baristha Balaram' and plays a special role in 'Maijharo.' Similarly, even before Tihar, during Dashain, singer-actor Prakash Saput will face a double release with 'Haribahadur Ko Jutta' and 'Maitighar.'

Festival strategy

There are strong reasons why filmmakers prefer festivals for releasing their movies. Festivals are holiday periods when audiences are free and often visit cinemas in groups. Filmmakers, whose primary goal is to maximize box-office revenue, take advantage of this festive spirit, combining it with aggressive promotions. Over time, this strategy has become a tradition in Nepal and globally.

Worldwide, this strategy has proven effective. Hollywood often targets Christmas and summer vacations, Thanksgiving, or spring breaks for major releases, knowing children and families have free time and they most likely go to the cinema theatres. 

Indian cinemas also schedule films during Diwali, Eid, and Holi, while Nepali filmmakers strategically choose Dashain or Tihar for family dramas. The synergy between culture, timing, and audience behaviour consistently proves that holidays are powerful catalysts for cinematic success.

However, alongside opportunities, festival releases also bring challenges. In a relatively small market like Nepal, multiple films releasing together can lead to unhealthy competition, reduced showtimes, and even 

conflicts among filmmakers. For example, last year's clash between Deepak Raj Giri's 'Chhakka Panja 5' and Biraj Bhatta's '12 Gaun' drew criticism for creating unnecessary 

rivalry, even though both films succeeded commercially. 

The Nepali film industry is highly vulnerable to external circumstances, and unhealthy competition only adds more risks. This year too, a public dispute between Deepak Raj Giri and director Santosh Sen made headlines, as Sen accused Giri of buying users to post negative comments on his much-anticipated film 'Balidaan.' 

However, Giri denied the allegation, and the Gen Z protest movement overshadowed the dispute. Such rivalries, if unchecked, could harm the industry in the long run.

Occasion impact

Audiences of today have evolved. They are no longer limited to watching Hollywood or Bollywood films. Now, the audience can watch an array of international films on OTT platforms. With this exposure, the audience can choose and watch movies that interest them and have a more concrete idea of different content.

Because of this, audiences are now more aware and critical of film quality. If a film is strong in every aspect of story, acting, direction, and presentation, it does not necessarily need a festival release to succeed. Good films can outshine others and perform well at the box office even during regular days or busy schedules.

(Dhakal is a journalist at The Rising Nepal.)