Trade experts open up on Border 2’s advance booking: “There’s no ‘Aman Ki Asha’ factor here; When Sunny Deol screams ‘Awaaz kahan tak jaani chahiye?’ and when the jawans reply ‘Lahore tak’, you are directly naming the enemy”
Border 2 is all set to release this Friday and the advance booking trends have been very encouraging. We spoke to trade experts to understand the hype surrounding the war film and more.
Trade veteran Taran Adarsh said, “The advance is good and the momentum has begun. Border 2 is riding very highly on the star cast. There’s a lot of emotion attached because of the recall value of the first part, though it was released almost three decades ago. Additionally, today’s generation is largely unaware of the 1971 war. So, they are curious about what happened at that time.”
He added, “The star cast is huge. Sunny Deol is the poster boy; the film is riding on his shoulders, though the film also stars Varun Dhawan, Diljit Dosanjh and Ahan Shetty. The music is a plus point. The makers have repeated the hit songs; it’s a great idea as those tracks are fresh even today.”
Girish Johar, producer and film business analyst, agreed, “The advance figures were satisfactory. The awareness level is high, while the trailer has been decently appreciated. The music, especially ‘Ghar Kab Aaoge’ is tracking extraordinarily. Moreover, it has an ensemble cast with Sunny Deol fronting it. It releases during the extended Republic Day weekend. Hence, I am expecting a fantastic start at the box office.”
Taran Adarsh remarked, “The release period is fantastic. Dhurandhar (2025) has slowed down. Monday, being the Republic Day holiday, cannot get better than that. The most important part is that this film names the enemy directly. There’s no ‘Aman Ki Asha’ factor here. When Sunny Deol screams, ‘Awaaz kahan tak jaani chahiye?’ and when the jawans reply, ‘Lahore tak’, you are directly naming the enemy. You are not mincing words or softening your tone. The attack has to be very direct when you make a film like that.”
However, distributor and exhibitor Raj Bansal opined, “There’s definitely an excitement for it. These kinds of films do very well. However, the hatred for Pakistan is no longer the same, especially after India played the match with them recently. That will affect the opening. We all saw how Ikkis (2026) faltered at the box office. However, if the film’s content is mind-blowing, then it’ll see a jump from the evening of the first day itself.”
Trade analyst Atul Mohan believed that the advance booking is not that important anymore, “The advance is okay. However, times have changed. Earlier, there were limited theatres that would play 4 shows a day of films at 12 noon, 3 pm, 6 pm and 9 pm. Now, there are numerous shows and people are aware of it. You might feel like watching the film instantly and you can do so. If, at 2 pm, you decide to see a film, you do know that there will be a show at 3 pm and also at 3:30 pm in the nearest multiplex. Earlier, that was not the case, leading to advance booking. Hence, we should not even be talking about advance booking for most films. It’s only when the film has generated tremendous excitement, like Dhurandhar, that people opt to book tickets in advance. Otherwise, people are choosy. They wait for reviews to come in and only then do they decide to spend their hard-earned money.”
The post Trade experts open up on Border 2’s advance booking: “There’s no ‘Aman Ki Asha’ factor here; When Sunny Deol screams ‘Awaaz kahan tak jaani chahiye?’ and when the jawans reply ‘Lahore tak’, you are directly naming the enemy” appeared first on Bollywood Hungama.
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