Hai Jawani Toh Ishq Hona Hai has remained in the spotlight ahead of its release. The film attracted attention due to a legal issue involving the use of songs. While the controversy generated discussion, the same level of excitement is not currently reflected in advance booking trends.
To encourage ticket sales, the makers introduced a promotional offer. Moviegoers purchasing tickets through BookMyShow were offered a 50% discount on first-day tickets. The strategy received mixed reactions, with some appreciating the initiative while others questioned its effectiveness.
Trade experts have also weighed in on the situation. Taran Adarsh stated that such promotions are unlikely to create a major impact on a film’s overall performance. He compared the situation to earlier years when rumours involving lead actors were used to generate publicity before a release.
According to Taran Adarsh, the current environment is very different because of the influence of social media. He noted that everyone can easily express opinions online. However, he stressed that audiences ultimately decide based on whether the film offers value and quality entertainment.
While avoiding comments on the legal controversy itself, Taran Adarsh emphasised that the film will ultimately be judged by its content. He suggested that promotional campaigns and external discussions can create awareness, but audience response after release remains the deciding factor.
Atul Mohan expressed a similar view and stated that the controversy helped the film gain some attention. Girish Johar also commented on the issue, saying that the discount offer may increase awareness. However, he believes audiences are unlikely to purchase tickets solely because of controversy or promotional campaigns.
Taran Adarsh further argued that such offers could undermine the perceived star value of the film’s lead actors. Many social media users echoed this sentiment. Some felt that the discount strategy may indicate a lack of confidence from the makers regarding the film’s opening prospects.
The buzz surrounding Varun Dhawan’s film currently appears limited. Reports suggest that some morning shows may face low occupancy if bookings do not improve. However, the situation could change if the film receives positive reviews and strong word of mouth during the weekend.
