The blockbuster success of Shah Rukh Khan's action-packed spectacle, Jawan, was no happy accident. New revelations from the film's co-producer, Gaurav Verma, detail a meticulously crafted release strategy with one clear, audacious goal from the very beginning: to earn a historic Rs 75 crore on its first day in theaters.
The Rs 75 Crore Blueprint
In an exclusive interview with Bollywood Hungama, co-producer Gaurav Verma pulled back the curtain on the ambitious target set by Shah Rukh Khan's production house, Red Chillies Entertainment. He confirmed that the aim of a record-shattering Rs 75 crore opening day was the central pillar of their entire marketing and distribution plan. This objective dictated a crucial decision: the film needed a completely clear playing field.
"From the very start, that was the aim," Verma stated. "Hence, we were looking for not just a solo release but also possibly a date where there’s limited or negligible competition from a holdover release as well." Originally scheduled for a June release, the film was strategically pushed to September 7, 2023, to allow for extensive post-production work and, more importantly, to find the perfect solo release window.
The Producer Phone Calls That Secured a Solo Spot
To achieve this unprecedented solo release, the Jawan team embarked on an unprecedented mission. Verma revealed that they proactively called virtually every major producer in the industry to map out the release calendar and avoid clashes. This wasn't a casual inquiry; it was a strategic maneuver to ensure their path was clear.
"We called up everyone to ask if they were coming on July 28 or August 11 as scheduled," Verma shared. The team specifically checked in with prominent filmmakers, including Karan Johar for 'Rocky Aur Rani Kii Prem Kahani' and Bhushan Kumar for the highly anticipated 'Animal'. They also connected with Ekta Kapoor's team for 'Dream Girl 2' and the producers of 'Gadar 2' to lock in their respective release dates. This comprehensive intelligence-gathering mission was the key to choosing a date with zero competition.
Eliminating Pan-India Competition
Understanding that Shah Rukh Khan is a genuine pan-India star, the team's strategy extended beyond just Hindi cinema. Verma emphasized that they "made sure" there were no major releases in the Tamil and Telugu film industries on their chosen date. The vision was to make Jawan the only major cinematic event across all languages in the country.
"So, the idea was that there should be no competition in any language, and Jawan becomes the only choice," Verma explained. The focus was granular; they did not want to lose even a single show in any theater to a competing film, as that would have directly impacted their ultimate goal of achieving record-breaking numbers. Fewer shows would have inevitably meant lower collections.
The result of this carefully orchestrated plan was cinematic history. Directed by Atlee, Jawan exploded at the box office, amassing a staggering Rs 640 crore in India and a colossal Rs 1160 crore gross globally. Verma concluded, "I am glad our strategy worked and that Jawan broke all records, as was our intention." The numbers stand as a powerful testament to a goal conceived and executed to perfection.
