‘Housefull 3’ releases today: Here’s why it may be a summer blockbuster

With promotions around it reaching fever pitch over the past couple of weeks, you probably know that Housefull 3 released in theatres across India today, 3 June.
While it doesn’t have a “holiday” release to tap into (read Firstpost’s story on why a holiday/festive release at the box office has become so important for Bollywood films), there are several factors that may work in Housefull 3’s favour and make it a June blockbuster.
First up, what is Housefull 3 about?
The synopsis of the film on IMDB tells us: “A father doesn’t want his three daughters to get married. Now, it’s up to three men to try convincing the father that they’re the perfect match for his daughters.”
The three men in question are of course Akshay Kumar, Riteish Deshmukh and Abhishek Bachchan while the daughters are played by Jacqueline Fernandez, Lisa Haydon and Nargis Fakhri.
A mix of old and new
Housefull 3 offers a mix of cast and crew from its previous iterations — Akshay and Riteish have been constants in the franchise, of course, right from the time the first Housefull was released in 2010.
But Jacqueline Fernandez too has been part of all three films (she had a special appearance in the first film, which starred Deepika Padukone, Lara Dutta; and Jiah Khan — whose third death anniversary it is today) as has Chunkey Pandey.
Directors Farhad-Sajid may have replaced Sajid Khan, but they aren’t new to the series; they had also penned Housefull 2.
Housefull 1 and 2 were believed to be remakes of South films; while it isn’t clear yet what the inspirations for Housefull 3 are, it will continue the same brand of slapstick humour that has identified the previous installations in this franchise.
What may work in Housefull 3’s favour?
While Housefull was a hit, Housefull 2 did even better box office business. So there are expectations that Housefull 3 will repeat the feat, since it has the “franchise factor” working for it.
Trade publication KoiMoi.com points out that films that have released in the post-IPL, exam season window have performed well. They add that most films that have released in the similar window period in previous years — including Ready, Rowdy Rathore, ABCD2, Holiday, Dil Dhadakne Do, Ek Villain, Yeh Jawaani Hai Deewani, Yamla Pagla Deewana etc — have all gone on to do extremely brisk box office business.
One major advantage that Housefull 3 may have, is in the stellar run that its leading man Akshay Kumar is having at the box office. With his previous films like Baby and Airlift doing extremely well, Housefull 3 may also get to bask in Akshay’s reflected glory.
Trade analyst Atul Mohan told IANS, “Akshay Kumar is in the best phase of his career. Producer Sajid Nadiadwala is the man with a Midas touch. There’s great marketing. For Housefull 3, a bumper opening is very much on cards and it all depends on how entertaining the film is to take it further.”
With Housefull 3 also being the first all-out “masala” entertainer of 2016 for Bollywood, there’s an expectation that people will be flocking to the theatres. “I think people are thirsting for some big budget Bollywood tomfoolery and so Housefull 3 might get a great opening — regardless of quality,” film critic Raja Sen told IANS.