‘Bell Bottom’ is trending big time for all the right reasons. The news regarding cinema theatres, drama theatres, and multiplexes in Maharashtra to remain closed until further notice did not deter the makers of ‘Bell Bottom’ to change their theatrical release strategy.
Because as promised, they unveiled the film’s trailer yesterday in a grand way by visiting a theatre in Delhi. Akshay Kumar along with cinema representatives displayed a beautiful symbolic gesture as they held a big key with the words “Unlocking Cinemas!” written over it.
The stakeholders of ‘Bell Bottom’ including, of course, superstar Akshay Kumar received umpteen encouraging messages from several film celebrities for taking the lead and going ahead with the film’s theatrical release.
Back in the month of May, a somewhat similar initiative was taken by Hollywood actor-director John Krasinski, who made a surprise visit to an AMC theatre in Miami where his directorial film ‘A Quiet Place Part II’ was being screened. The actor had stated that he will be “going around theatres all across the country, popping in like this to say: Thank you. Come back to the theatres: let’s watch movies together.”
This was at a time when movies were making exclusive streaming debuts or adopting a day-and-date release strategy owing to the pandemic situation. ‘A Quiet Place Part II’ had the biggest opening weekend of the COVID-19 pandemic and eventually grossed over $290 million worldwide at the box office.
Akshay Kumar’s recent visit to a Delhi movie theatre was a delightful reminder of John Krasinski’s way of being a proactive proponent of the movie theatre industry. It was a meaningful and well-intentioned strategy and if the makers of ‘Bell Bottom’, particularly Akshay Kumar, could emulate the Krasinski approach of making surprise visits to theatres across India, it might reinstate the confidence amongst cine-goers to watch a big-ticket film like ‘Bell Bottom’ on the big screen.
And ‘Bell Bottom’ seems to be the kind of movie that has immense potential to help revive the big-screen movie-going experience. Kudos to the makers of the film for courageously tackling the pressure of being the first big movie out of the gate during the pandemic and help revive the languishing movie theatre business.
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