In a rare and unprecedented move, actor Aamir Khan's home banner, Aamir Khan Productions, has opened the bookings for its upcoming release, "Ek Din", several weeks in advance. A romantic drama starring Junaid Khan and Sai Pallavi, the film is slated for release on May 1, 2026. It has reportedly sold a little over 500 tickets within the first day.
But why this early, that too, for a film with no superstars? Many are wondering. Reports indicate that this unusual move is a deliberate experimental release strategy by Aamir Khan to test market curiosity and build early momentum for the film.
And it's not surprising because Aamir has always been known for coming up with something clever and inventive. And since it happens to be a film starring his son, it suggests a serious effort from Aamir and his production house to create a 'special' vibe around the film.
Directed by Sunil Pandey from a script by Sneha Desai and Spandan Desai, "Ek Din" is based on the 2016 Thai film "One Day", directed by Banjong Pisanthanakun.
Though the film has a subject that should appeal to urban cinegoers, the early data observes surprising traction in smaller centres like Raipur and Gorakhpur.
Bookings are live in nearly 20 cities, including Delhi-NCR (leading, with 24 screens), Mumbai (11 screens), Ahmedabad, Pune, and Chandigarh. However, the bookings are not yet open in the South Indian cities.
Most participating cinemas have currently opened only one show per day for the May 1 release, probably to test the initial response. PVR INOX Pictures is handling the distribution.
