The clamor has begun. As many as four films are releasing this Friday and interestingly, each of these belongs to a different genre. 'Hasee Toh Phasee' is a romantic comedy with a twist. 'Heartless' is a romantic drama. 'Babloo Happy Hai' is a buddy comedy while 'Ya Rab' is a social thriller.

Amongst these four films, 'Hasee Toh Phasee' would be seeing the widest release, what with Karan Johar and Anurag Kashyap joining hands. The film has been promoted quite well while the premise is looking interesting too. Seeing a decent mid-sized release for itself, the Sidharth Malhotra-Parineeti Chopra starrer should enjoy an opening around the 50% mark and then see youth stepping in greater numbers, if the word of mouth is good.

'Heartless' is the comeback affair for Adhyayan Suman and has enjoyed decent promotion too. It boasts of some good songs, something that has been the case with Adhyayan right through (Haal-e-Dil, Raaz - The Mystery Continues, Jashnn). Good critical response and rapid word of mouth may give this film some momentum at the box office as one can't expect audience queuing up for it from the very first show.

'Babloo Happy Hai' looks like an interesting film on the lines of 'Pyaar Ka Puchnama' and is directed by Nila Madhab Panda who is changing tracks after 'I Am Kalam' and 'Jalpari'. However, the promotion has been near to negligible. The first challenge for this all-newcomer film would be to see an all-India release for itself. 'Ya Rab', which sees the directorial comeback of Hasnain Hyderabadwala (who had earlier paired up with Raksha Mistry on three films), may see a better release though since it is being presented by Vishesh Films (Bhatts).