Global box office strategy changed for the release of Toxic, Middle East crisis became a big reason..

New Delhi .Fans were surprised by the sudden change in the release date of South superstar Yash’s much-awaited film Toxic. Earlier this film was scheduled to release on March 19 but now it has been decided to release it in theaters on June 4. Yash himself issued an official statement saying that this decision has been taken in view of the ongoing tension in the Middle East.

In fact, at present there is an atmosphere of uncertainty in the entire Middle East region due to the US Israel Iran conflict. Concerns regarding security have increased in many places and entertainment related activities may also be affected. This is why the film team decided to postpone the release instead of taking the risk.

Nowadays, the Middle East has become one of the biggest overseas markets for Indian films. Indian films get huge audience especially in countries like Dubai, UAE, Saudi Arabia and Qatar. About 15 to 25 percent of the total earnings of big budget films comes from the overseas market alone. If for some reason theaters in these countries are closed or audiences do not reach the theatres, then films may suffer a direct loss of hundreds of crores of rupees.

In the last few years, many Indian films have done well in the Gulf countries. Jawan had earned around $9.2 million from the UAE box office. Pathaan did a business of around $26.20 million from the Middle East in the first five days of its release. Apart from this, films like KGF Chapter 2 and Dangal also performed well in Gulf countries. This is why filmmakers now look at these markets very seriously while planning the release strategy of their films.

Yash’s film Toxic is also considered to be a big budget pan India project. According to reports, it has been shot in Kannada and English so that the film reaches the audience not only in India but all over the world. When a film plans to be released globally, its earnings also depend to a great extent on the international markets.

Another commercial reason is also being considered for postponing the release of the film. On March 19, the film was going to clash with Ranveer Singh’s probable film Dhurandhar 2. In such a situation, the business of both the films could have been affected at the box office. With the change in release date, Toxic is now expected to get a better and open box office window.

At present, there is no big film releasing around June 4 due to which Toxic can get a solo run. It is also expected that by then the situation in the Middle East will also become normal and the film will get good response in the theaters there too.

If seen, the decision to postpone the release of Toxic is not just a creative one but also a completely strategic business decision. This also shows that today Indian cinema is no longer dependent only on the domestic market but is now making its plans keeping the global box office in mind.