While 'Guru' has brought smiles on the faces of exhibitors after a heartening response at the box office, especially in the cities, there are more reasons for them to feel elated as they await a 4 day long weekend for 'Salaam E Ishq'.

The film is expected to take a euphoric beginning at the box office for multiple reasons:

A) The film releases on Thursday, 25th January, a day before Republic Day hence enjoying the fruits of a 4-day long weekend

B) Its multi starcast ensures that there is everything for everyone

C) The film looks like a sweet family entertainer with ample light hearted moments to keep you involved in the proceedings

D) It comes from Nikhil Advani, the director of 'Kal Ho Na Ho'

E) Last but not the least, some very good songs by Shankar-Ehsaan-Loy that are already topping the charts

With number of such reasons in the film's favor and no major competition during the week with 'Parzania' being the only other release, it would be quite surprising if SEI doesn't take a start on par with some of the major successes of the year gone by.