Kajol's Helicopter Eela has seen multiple changes in its release date. Initially scheduled to hit theatres on September 21, the Pradeep Sarkar-directed venture advanced its release to September 14 and subsequently, to September 7 to avoid clashing with other films. The family drama was again pushed by a month after the director was hospitalised for dengue.

Given that the first promo was unveiled in August, one wonders if the long-drawn wait may adversely impact the film's prospects at the box office. However, Sarkar is certain that his labour of love will be given a fair chance by the audience. "I don't think delaying Helicopter Eela has affected it at all. A good film will always perform well, and we are confident about our product."