Hindi
Don 2 being made in 3D
MUMBAI: Looks like the craze to make 3D films is increasing among Indian filmmakers. The move has got credence after the successful run of Vikram Bhatt’s Haunted.
Moving on from Haunted, Bhatt is making two films in the 3D format – Raaz 3 and Dangerous Ishq. Shirish Kunder has completed a schedule of his under production Joker, his 3D film with Akshay Kumar in the lead. Sohail Khan is set to launch Sher Khan with Salman Khan next year also in the same format.
The latest to join the bandwagon are Ritesh Sidhwani and Farhan Akhtar, producer and director of Don – The Chase Begins Again, who are keen to take their sequel with Shah Rukh Khan to a new level.
Apart from dubbing the film in Tamil and Telugu besides Hindi, they have decided to make Don 2 in 3D.
Avers Sidhwani, “There is a huge demand for the brand Don. Our audiences must also be expecting much more and beyond just cinema from the sequel, hence a 3D format. We did a few 3D conversion tests on Don and the conversion outcome was very good, so while shooting Don 2, the 3D conversion was at the back of Farhan‘s mind just incase we decided to go ahead with 3D format. I was in LA recently and saw some 3D conversion tests and was blown by it. Hence I decided to go ahead and convert Don2 into 3D format.”
Don 2 will be released worldwide on 23 December.
Hindi
UFO Cine Media Network unveils ‘India’s biggest cinema moment ever’
Dhurandhar 2 and Toxic tipped to deliver rare pan-India scale for brands
MUMBAI: UFO Cine Media Network is pitching an upcoming dual-film release weekend as what it calls the largest advertising opportunity cinema has offered in India, banking on an estimated 100 million cumulative footfalls nationwide.
The initiative, branded “India’s Biggest Cinema Moment Ever”, is anchored around the simultaneous release of Dhurandhar 2 – The Revenge and Toxic, two high-profile action films expected to dominate screens across regions and languages. Trade projections, supported by cinema measurement tool Procat, suggest the combined lifetime theatrical run could deliver one of the widest audience concentrations seen in recent years.
Dhurandhar 2 – The Revenge, an India–Pakistan spy thriller, is set to release in five languages, broadening its appeal across northern and southern markets. The franchise has already built a sizable multilingual following through theatrical runs and streaming platforms. Toxic, fronted by pan-India star Yash, is expected to draw heavy footfalls across southern circuits and beyond, buoyed by the actor’s proven box-office pull.
UFO, which operates an in-cinema advertising network spanning more than 4,100 theatres, is positioning the release window as a rare moment of synchronised national attention. Its footprint covers multiplexes and single screens across over 1,500 towns and cities, allowing advertisers to deploy campaigns at scale during a single weekend.
Executives at the company argue that cinema’s value lies not just in reach but in attention. Unlike digital or television, audiences are captive, emotionally engaged and free from distraction, they say, translating into stronger recall and measurable returns for brands. With advertisers increasingly focused on performance-led media planning, UFO is framing the dual release as comparable in scale to India’s largest broadcast and sporting properties.
Industry observers note that as theatrical exhibition expands deeper into Tier 2 and Tier 3 markets, such tentpole weekends are becoming anchor moments for annual media strategies. If Dhurandhar 2 – The Revenge and Toxic deliver as expected, the weekend could set new benchmarks not only for box office numbers, but also for cinema’s evolving role as a high-attention advertising medium.
