On August 26, Rocking Star Yash's magnum opus Toxic: A Fairy Tale for Grown-Ups is set to release worldwide in more than 12,000 screens reportedly. The movie, which was initially meant to release in March along with Dhurandhar 2 , was pushed to June and finally August due to various factors. Interestingly though August 26 is mid-week and it begs the question why the producers have decided to release on Wednesday instead of the usual Friday release. In recent years in Indian - and particularly south cinema - there has been a noticeable shift in the release day of films. While the Friday release was the highly expected moment for the audience that saw a lot of celebration and fanfare, big south films have now slowly started to see releases shift to a Thursday and even a Wednesday. Earlier producers capitalised on the three-day weekend (Friday, Saturday, Sunday) to recover their costs but now they have reworked their release strategy for numerous reasons. The foremost one is that ...
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