Directed by Siddharth P Malhotra, the film was initially scheduled to be released on 23 February.
Rani Mukerji's Hichki postponed to 23 March, to clash with Majid Majidi's Beyond The Clouds
Mumbai - 01 Feb 2018 19:14 IST
Actress Rani Mukerji's much-awaited turn as the Tourette's syndrome affected teacher has run into a slight hiccup. The film's release date has now been postponed to 23 March from its initial 23 February release date.
“The multiple screenings of Hichki saw outstanding reactions. The audience in attendance have called it one of the best content driven & heartwarming movies to ever come out of YRF. So naturally, the reaction of the team is that does Hichki currently have the best release date to get an extended run in cinemas across India,” said producer Maneesh Sharma.
Sharma added, “Hichki is an out and out family movie that will entertain audiences across all age groups. The YRF team decided that 23 March 2018 is the best release date for Hichki especially given the post exam scenario for students and families — the most relevant TG for this film.”
Manan Mehta, VP – marketing and merchandising, YRF says, “With exams out of the way, 23 March gives us the opportunity to reach out to and speak to the youth, especially school students, and their families as this film is extremely relevant to them. For a special and 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.”
Mukerji plays a teacher struggling to overcome her own Tourette's syndrome while trying to help students overcome their circumstances and find their feet through education.
Rohan Malhotra, VP – distribution, YRF says, “Hichki is an incredible movie which is full of heart and it has a strong message at its core. The movie will entertain audiences, ask the right questions and 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, 23 March is the best release date for the movie.”
The film's delayed release will now ensure that it will clash with Majid Majidi's Beyond The Clouds, starring Ishan Khatter and Malavika Mohanan. The film will also release a week after the expected release of Ajay Devgn's The Raid.
Hichki is produced by Yash Raj Films, and is directed by Siddharth P Malhotra.