Border 2, starring Sunny Deol, is set to release in theatres on January 23 and has already generated strong pre-release momentum. Even before hitting screens, the film reportedly earned ₹9.94 crore through block bookings, and ticket sales on platforms like BookMyShow have been brisk. With single-screen allocations largely locked in and no major release clashing on the same date, Border 2 appears well-positioned for a solid opening.
But behind the scenes, a separate box-office strategy stirred controversy—one that aimed to leverage Border 2 to influence the Eid release window and, indirectly, impact Dhurandhar 2.
The alleged strategy: linking Border 2 to Eid releasesThe distribution muscle behind Border 2 belongs to Anil Thadani, head of AA Films, known for distributing Hindi versions of blockbusters like KGF 2, Pushpa 2 and Baahubali 2. Trade sources claim Thadani explored a plan to club theatre commitments for Border 2 with the Eid release of Toxic, starring Yash.
According to reports, exhibitors were asked to reserve up to 50% of Eid shows for Toxic in return for favourable terms tied to Border 2. The idea, critics say, was to secure a strong opening for Toxic—which releases on Eid—despite a head-on clash with Dhurandhar 2 on March 19.
Why exhibitors said noExhibitors ultimately rejected the proposal. The key reason: confidence in Dhurandhar 2. The first Dhurandhar, led by Ranveer Singh, reportedly crossed ₹1,300 crore worldwide and continues to perform strongly. With the sequel already among the most anticipated releases of the year, theatre owners were unwilling to dilute Eid showings.
Their stance was clear: they would back Border 2 for its January release, but not at the cost of sacrificing prime Eid slots earmarked for Dhurandhar 2.
What this means for Border 2The setback to the bundling strategy does not affect Border 2’s immediate prospects. In fact, its uncluttered January release, patriotic theme, and Sunny Deol’s renewed box-office pull position it for a strong first week—especially across single screens.
As for Eid, exhibitors have urged the makers of Toxic and Dhurandhar 2 to reconsider the clash, arguing that both big films would benefit from solo runs.
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