Sanjay Leela Bhansali and Sony Pictures will premiere Saawariya on Nov 7, two days ahead of its actual release.

Saawariya’s team is very confident about the film that they believe negative publicity will not harm the movie.

Generally, to minimize the negative publicity, films are premiered on Thursday, 14 hours ahead of release on Friday.

Uday Singh, CEO of Sony Pictures, “But we’ve enough faith in our product not to be bothered by such considerations. To my mind Sanjay Leela Bhansali is the finest filmmaker in this country.”

Saawariya, a musical love story, is a launch vehicle of two descendents of Bollywood – Neetu and Rishi Kapoor’s son Ranbir and Anil Kapoor’s daughter Sonam. The future depends on the success of the film.

Also acting Salman Khan and Rani Mukherji.

Singh said, “With Diwali on Nov 9 and people being busy preparing for puja in their homes, we didn’t want to inconvenience our premiere guests. We aren’t scared of showing the film two days in advance. We’ve seen the product and we now know Sanjay has given us a superlative film.”

“In fact, we were keen on hosting the premiere of Saawariya in New York, and we didn’t mind doing the NY premiere almost a week before release. However, the special effects delayed the completion and the NY idea had to be dropped.”

Commenting on Shah Rukh Khan’s Om Shanti Om, the same day release, Singh said, “During the festive mood we believe people are ready to go out and spend money. And it doesn't matter to us which film see first as long as we bring them out of their homes. Having said that, let me remind people that we announced our release date in the trade a year back.

“If suddenly competition creeps up on us, so be it. They’re two completely different films. And the market is large enough for both. Shah Rukh Khan is undoubtedly the king, whereas Sanjay Bhansali a unique creator. Maybe it's time for audiences to dig deep into their wallets during the festive season.

Talking about the set of Saawariya, Omung Kumar, the art director of film, said that the film’s set looks more lavish than that of Black. It has the best designed, elaborate and finely-crafted sets.

Every frame in film has surreal look and sought to highlight romance as much as possible. Mostly, the set like a painting as it is inspired by paintings, especially Kashmiri, Rajasthani and works of Gough. The audience will experience the film as a trip to fantasy world.

Sony will release about 600 prints of Saawariya in India and 900 more at world level.