Yash Raj Films (YRF) has sent a show-sharing mandate to exhibitors for the upcoming release of Alpha, the next film in the YRF Spy Universe starring Alia Bhatt and Sharvari. The mandate includes specific rules on show timings, ticket pricing, and minimum screen allocation.
According to Bollywood Hungama, which exclusively reported the development, the mail sent to exhibitors states that all shows of Alpha must start from 9:30 am onwards. No shows are permitted before that time.
Ticket pricing and sale date for Alpha
The mandate also sets the ticket rates for Alpha. Theatres have been asked to keep the ticket prices at the same level as the weekend rates of the previous week's release, Welcome To The Jungle. This means exhibitors cannot charge lower weekday rates for Alpha — the pricing will remain at weekend levels throughout the week.
Theatres have been instructed to begin selling tickets for Alpha from Wednesday, July 1, as per the exclusive report.
Minimum show requirements for multiplexes
YRF has also laid out clear show-sharing requirements based on the number of screens in a multiplex. For cinemas with 2 screens, the studio has demanded a minimum of 4 shows of Alpha. For 3-screen theatres, the minimum is 6 shows. The mandate applies to 4-screen multiplexes as well, though the exact number for larger screens was not detailed in the initial report.
The film has generated significant curiosity due to its trailer, casting of Alia Bhatt and Sharvari, and its connection to the popular YRF Spy Universe franchise.
Our Take: A strategic move for a big release
This mandate from YRF is a clear signal that the studio expects Alpha to be a major box office draw. By insisting on weekend-level pricing throughout the week and a 9:30 am start time, YRF is ensuring maximum revenue potential from every show. The show-sharing requirements also guarantee that the film gets enough screen space to perform well, especially in competitive multiplex environments.
For exhibitors, this means less flexibility in pricing and scheduling, but it also reflects the confidence YRF has in the film's appeal. For audiences, it means they can expect consistent pricing and early shows starting from 9:30 am. The mandate is a standard industry practice for high-profile releases, and it will be interesting to see how theatres respond.
