Exclusive: Border 2 vs Mardaani 3 – Inside the Showcasing Strategy for the Week

Border 2 has clearly emerged as a Blockbuster after a phenomenal Week 1, delivering outstanding business across mass belts and multiplexes. The film continues to show strong holds, and as per our sources from cinemas, exhibitors across the country have received official emails from AA Films detailing the showcasing demand for the second week.

According to the communication, Border 2 will maintain a dominant presence in Week 2. Single-screen cinemas have been requested to continue with all shows for the film. In multiplexes, showcasing has been clearly defined screen-wise. Two-screen properties are expected to allot all shows to Border 2. Three-screen cinemas should schedule a minimum of eleven shows, while four-screen properties are required to run at least thirteen shows. Five-screen multiplexes must allot fourteen shows, six-screen cinemas sixteen shows, and properties with seven screens or more should program a minimum of eighteen shows per day. No shows are to be scheduled before 9 AM, keeping the focus firmly on peak viewing hours. The strong showcasing demand underlines the exceptional audience response and confirms that Border 2 still has solid box office potential going into its second week, especially in mass circuits.

At the same time, as per our sources, cinemas have also received showcasing communication from Yash Raj Films for the release of Mardaani 3, which is arriving this week with a controlled and limited release strategy. The film is being positioned mainly for urban audiences and is releasing in select cinemas, on the lines of Saiyaara. Admission rates have been kept at normal levels, similar to Saiyaara.

The showcasing norms for Mardaani 3 are structured carefully. For single-screen cinemas, showcasing will be decided by the distribution office on a case-to-case basis. Two-screen properties can run two shows from 3 PM onwards. Three-screen cinemas are allowed four shows from 10 AM onwards. Four-screen properties can schedule five shows from morning, while cinemas with five screens and above can run a maximum of six shows per day from 10 AM onwards. No cinema is allowed to exceed six shows per day under any circumstances. All final bookings and showcasing must be approved before advance bookings open.

Sources further add that if Mardaani 3 performs well on its opening day, Yash Raj Films is likely to supply the film to additional sectors from Day 2, particularly in areas where it is not releasing initially. This expansion will depend purely on demand and audience response.

Meanwhile, Dhurandhar continues to hold well at the box office and is still performing strongly in several centres. The film will retain a few shows in cinemas where collections remain steady, ensuring it stays in play alongside the new releases.

Adding to the mix, regional content is also entering the market this week. Two major Marathi films and a few Gujarati releases are scheduled, and they will secure limited showcasing in their respective regions based on local demand.

Overall, the coming week presents a tightly balanced box office scenario. Border 2 remains the dominant force with blockbuster momentum, Mardaani 3 enters with a selective urban-focused release and scope for expansion, Dhurandhar continues its steady run, and regional films find space in their core markets. The final screen allocation will now depend on audience turnout over the next few days, making this an interesting and competitive week for exhibitors and the trade.

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