LOOTERA screenings start this weekend!!

Lootera would be out there and in the open much in advance before its planned theatrical release. Though the Vikramaditya Motwane-directed film is scheduled to release on July 5, the makers have decided to host multiple special screenings of the film starting from this weekend.

"Though these days it is a norm to host pre-release trials of films maximum three days in advance. The invitees are mainly friends and family. However those behind Lootera have decided to change the rules," informs a source.

This means that from this weekend, more than ten screenings have been planned for Lootera in Mumbai. Ranveer and Sonakshi are expected to play the perfect hosts.

"The word has already been spread," says the source. "As the film is backed by Balaji, there is a huge spread of people, from within as well as outside the industry, who are being extended invitations," the source adds.

Though in the past there have been a few instances of filmmakers opening up their films long before they hit the screen, it has primarily been done for offbeat affairs to ensure strong word-of-mouth. However, it is a different case with Lootera, which, despite being a commercial star-studded affair, is being brought out in the open so much in advance.

Confirms a Balaji insider, "On watching the final cut, everyone were so pleased and confident that we wanted to begin showing it to all our friends from within and outside the film industry in advance. We have a quality product in hand. It is a celebration no less for us and we wish to begin the party sooner than later."

Concludes Ekta, "Lootera is among the most special films we've produced. We're extremely proud of it. It has great universal appeal and word-of-mouth potential. That's why we are confident to show it well in advance to people."