When it comes to SRK’s Diwali release, it has always been fireworks at the box office.

After nine runaway Diwali hits, Shah Rukh Khan’s Happy New Year, releasing a day after the festival of lights — October 24 — promises a record of all records.

The film that also stars his Om Shanti Om co-actor Deepika Padukone (in picture) has been slotted for 29 shows in Patna and advance bookings are fast picking up.

Though some believe that the Diwali craze for SRK's films since Baazigar (1993) to Happy New Year has subsided, many consider his stardom is intact.

“I remember when Baazigar released in Diwali in my theatre. The film ran for 12 weeks and fans went berserk. It was Shah Rukh’s first hit that created a niche among the audience. They used to yell and shout after every dialogue. That time, the ticket rate was Rs 10.40 (highest in all classes). The entire campus remained jam-packed and all shows used to be houseful. This kind of craze is now missing,” said chairman-cum-managing director of Regent Theatre Pvt Ltd, Suman Kumar Sinha.

He added: “After two years, when Dilwale Dulhaniya Le Jayenge released during Diwali, SRK’s fans went bonkers. The film ran for 29 weeks. Some even watched it more than five times. He not only became a style icon but an actor to look up to. Tickets were sold at Rs 50 to Rs 60, which was almost five times more than the actual price. People waited every year for a Diwali release on a par with his famous festival releases. But this kind of euphoria is missing these days.”

Most of King Khan’s Diwali releases were in Regent.

Baazigar, Dilwale Dulhania Le Jayenge, Dil To Pagal Hai (1997), Kuch Kuch Hota Hai (1998), Mohabbatein (2000), Veer Zara (2004), Don: The Chase Begins Again (2006), Om Shanti Om (2007), Jab Tak Hai Jaan (2012) all were Diwali releases. SRK fans can well imagine what fireworks the box office must have witnessed during the festival in the past 11 years.

Resident Kumar Vishwajeet (40), who swears by the Badshah of Bollywood, said he used to watch his films at least 10 times but things have changed now.

“I still watch his films but the jubilation attached with the festival and SRK’s films is missing,” he added.

Arun Mehra of Aum Moviez, who was the distributor of Ra.One in Bihar, however, came to the star's rescue.

“SRK is a big star who has a huge fan following. The frenzy for his Diwali releases might have subsided but his stardom continues to increase with every film. I don't know what would be the fate of Happy New Year, but nobody can deny that his fans wait eagerly for a Diwali release,” said Mehra.

For his Friday release, the lone multiplex in Patna has made a change in the ticket rate. The price has increased from Rs 180 to Rs 260.

On why advance bookings for the film is yet to pick up, Cinepolis manager Abhishek Ranjan said: “The reason behind people not turning up for advance bookings is because they are busy with Diwali preparations. I believe all shows from Friday to Sunday would be houseful.”

Film critic and adviser to Patna Cine Society R.N. Das said: “No doubt fans have changed their taste. There is no doubt SRK is a hardworking actor who believes in being at the top. His fans yearn for him and they know that SRK’s Diwali release would be no dampener. They know there will be fireworks because it is SRK who made their Diwali merrier.”