The festival Pongal holds a special importance in the hearts of South Indians and consequently South Indian films. Celebrated sometime around the middle of January, Pongal is a thanksgiving festival that is celebrated at the end of the harvest season. In the context of film industry, recent figures have clearly shown that films released around this festival have most often done very well.
Trade analyst Trinath, who has been tracking the industry for over a decade says that, “Pongal is considered the biggest festival for south Indians. I’ve been following the industry closely for over 10 years now and never have I seen the passion for cinema deteriorate during this festival. Over the years, it has become more or less a ritual.”
But even as Pongal is deemed lucky for film openings, some films tank even during the festival. Just last year both ‘Businessman’ and ‘Bodyguard’ were released during the Pongal weekend last year and went on to rake in good collections at the box-office. Telugu producer V. Krishna says, “Not all films have been successful, but most films have decent opening. If it is a star film, then undoubtedly the film has good opening thanks to the four-day-long festival.”