Sometimes a film does not rely on heavy promotions or big announcements but slowly starts getting noticed. Ek Din seems to be following that path even before its release. The romantic drama has already drawn attention because its advance bookings opened 39 days before its release on May 1, which is not common.
The film is backed by Aamir Khan and features his son Junaid Khan along with Sai Pallavi, who is making her Hindi film debut. In an interaction with Just Too Filmy, Aamir spoke about why the team decided to start bookings so early. He explained that it was not a typical marketing plan but something that felt right for this film.
“The fact is that Ek Din is a very small film, in the sense that it has got actors who are very new. Junaid has barely started his career, and Sai [Pallavi] is doing her first film in Hindi. So I thought this film would need a little more time to get traction. So the earlier we start, the better. It is a story that I believe, and I am quite a mushy audience.”
This approach shows that the team is giving the film more time to reach people rather than relying on last minute promotion. Aamir also shared that it is difficult to predict how any film will perform, but for him, the focus is on how well the story is told.
He praised director Sunil Pandey for his effort and dedication. “He has done such an amazing job. He has worked so hard for the film; he is very persevering. None of us knows whether the film is going to do well, but what is important for me is whether we are able to bring the script alive in the film. That, for me, is the first yardstick for success. So when I see the film today, I see that Sunil has really managed to bring out what was there in the script, really honestly. Of course, numbers are important to understand the success of the film, but what if a film you don’t like does well? I am not happy with that success.”
Ek Din is directed by Sunil Pandey and produced by Aamir Khan, Mansoor Khan, and Aparna Purohit under Aamir Khan Productions. The film is based on the 2016 Thai movie One Day and tells a simple love story between two colleagues. It follows a man who loves a woman but never expresses his feelings until he gets one unexpected day to live that reality.