India, Aug. 12 -- There was a time when two big films arriving on the same weekend was treated as part of the box office game. Today, filmmakers appear to be thinking much harder before putting their movies into a crowded theatrical window. Shraddha Kapoor's Eetha is the latest example. The film, which was earlier scheduled to release on August 28, has now been pushed to December 4. This moves it away from Yash starrer Toxic.

The interesting part is that Eetha has not exactly chosen a completely empty date. Its new December 4 release will put it in another competitive period with Prabhas' Fauji also lined up around the same window. The move says more about how carefully filmmakers are now looking at the films around their own release dat...