Aamir Khan's 'Ek Din' gambles on Rs 92 tickets as advance bookings falter ahead of May 1 release

Key facts

• Ek Din releases on May 1, 2025, in theatres across India.
• Advance booking opened 39 days before release, an unusually early move.
• Aamir Khan and the cast will attend three Mumbai shows on May 1 at PVR Juhu, INOX Inorbit Malad, and INOX Sky City Mall Borivali.
• Tickets for these special shows are priced at Rs 92 across all classes, except Rs 149 for Prime class at INOX Borivali.
• Early box office estimates project an opening of Rs 10 to 15 lakhs.
• The film is adapted from the 2016 Thai film 'One Day', written by Sneha Desai and Spandan Mishra.
• Junaid Khan's previous film 'Loveyapa' also underperformed at the box office.

A passion project with an unconventional marketing bet

On May 1, Aamir Khan's production 'Ek Din' arrives in Indian theatres, but the romantic drama faces an uphill battle. Advance bookings, opened an unprecedented 39 days before release, have drawn a tepid response, and the film has secured only a limited number of screens. Early trade estimates peg the opening day collection at a modest Rs 10 to 15 lakhs. In a bid to generate footfall, the makers have orchestrated an unusual release-day event: Aamir Khan and the cast will interact with audiences across three Mumbai shows. Tickets for these screenings have been deliberately set at a low price of Rs 92 for all classes, with only the Prime class at INOX Sky City Mall Borivali costing Rs 149. The strategy is a sharp departure from the industry norm of premium pricing for star-studded events.

The story: a nerd's wish, a memory loss, and one perfect day

Directed by Sunil Pandey and written by Sneha Desai and Spandan Mishra, 'Ek Din' is an adaptation of the 2016 Thai film 'One Day'. It centers on Dino (Junaid Khan), an unnoticed IT department employee, who is in love with his colleague Meera Ranganathan (Sai Pallavi), a South Indian woman who speaks Hindi with a Tamil accent. Meera, however, is infatuated with their boss Nakul Bhasin (Kunal Kapoor), who claims to be on the verge of divorce. Nakul takes the team to Japan, a country Meera has always wanted to visit because of her late father. He promises her two extra days alone after the group returns. Dino, resigned to his unrequited love, rings a Wishing Bell at a Japanese shrine and asks for just one day with Meera. His wish uncannily comes true when Meera discovers Nakul's domestic story is a lie, gets drunk, suffers an accident, and develops Transient Global Amnesia (TGA) — a temporary condition that prevents her from forming new memories for up to 24 hours. Dino, who has stayed behind, pretends to be her boyfriend in the hospital. That single day becomes the most beautiful in both their lives. The central question of the film is: what happens when Meera's memory returns and she forgets that day entirely?

Low buzz despite Sai Pallavi's rising profile

Despite the involvement of Aamir Khan's production house and the presence of Sai Pallavi, who is gaining attention for her role as Sita in the upcoming 'Ramayana', 'Ek Din' has failed to generate significant pre-release excitement. Audience awareness remains low, and many potential viewers are reportedly unaware of the film's release this week. the film's music and promotional content have not created strong interest. Competing releases are drawing more attention, and the limited show count further hampers its reach. Sai Pallavi's star power has not translated into buzz for this film, as audiences appear more focused on her upcoming mythological project.

Aamir Khan's low-cost, high-connect gamble

The decision to price release-day tickets at Rs 92 — a fraction of standard multiplex rates — is a deliberate move to make the film accessible. At a time when film marketing is increasingly digital-first and expensive, this strategy stands out for its simplicity. The three special shows are scheduled at 12:15 pm at PVR Juhu, 2:55 pm at INOX Inorbit Malad, and 4:45 pm at INOX Sky City Mall Borivali. Whether this approach will translate into stronger footfalls remains uncertain. However, it underscores Aamir Khan's attempt to connect directly with audiences through affordability rather than inflated pricing. For a film positioned as a passion project, this promotional masterstroke could be a defining element of its release.

Junaid Khan's box office track record adds pressure

Junaid Khan, son of Aamir Khan, carries the weight of his previous film 'Loveyapa', which failed to perform at the box office. With 'Ek Din' showing similar early signs of weak traction, the actor may need a stronger project to build a wider audience base. The film's opening day estimates of Rs 10 to 15 lakhs suggest that even positive word of mouth may struggle to drive growth, given the lack of pre-release excitement and mass appeal. Trade experts believe that without a significant uptick in audience interest, the film's theatrical run could be short. The low-ticket-price strategy might attract some viewers, but it remains to be seen if it can overcome the broader challenges of limited screens and low awareness.

What comes next for 'Ek Din'

The film's fate now hinges on word of mouth and the effectiveness of the release-day interactions. If the three Mumbai shows generate positive buzz, it could spur interest in subsequent days. However, the limited screen count may cap its potential even with good reviews. For Aamir Khan's production, 'Ek Din' represents a test of whether unconventional marketing can salvage a film that has struggled to build momentum. The industry will be watching closely to see if this low-cost, high-connect strategy can translate into a sustainable box office performance, or if it will remain a footnote in the story of a film that could not find its audience.

The bottom line

• 'Ek Din' releases on May 1 with limited shows and weak advance bookings, projected to open at Rs 10-15 lakhs.
• Aamir Khan and the cast will attend three Mumbai shows on release day with tickets priced at Rs 92, a deliberate low-cost strategy.
• The film is an adaptation of the 2016 Thai film 'One Day', written by Sneha Desai and Spandan Mishra.
• Sai Pallavi's presence has not boosted buzz, as audiences focus on her upcoming role in 'Ramayana'.
• Junaid Khan's previous film 'Loveyapa' also underperformed, adding pressure on 'Ek Din' to succeed.
• The film's success depends on word of mouth and the effectiveness of the low-ticket-price promotional event.