This is it, there is no better way of naming a documentary-cum-movie that will showcase rare footage of the evergreen pop star Michael Jackson, whose death was mourned by people world over. Starting today, the movie This is It directed by Kenny Ortega, will be released all over the world and will be in theatres for two weeks only.

In the City, most MJ fans have already got hold of the golden ticket while theatres and multiplexes are still wondering how to handle the crowd. With bookings opening a month in advance, many multiplexes were forced to increase the number of shows. “Since last month we have got an overwhelming response for the film, with people coming to the counters and asking for tickets almost every other day. Considering, it’s a worldwide release, we could not have any previews so we increased the number of shows on the first two days,” says Monesh, of Inox Garuda Mall.

With over 95 per cent of all the shows almost booked, many theatre owners are extremely happy. “We opened for the advance booking last evening and we immediately sold out 50 per cent of the tickets and I’m sure in the following days it will only increase,” says Satish Kumar D of the PVR Cinemas.

The fact that the movie is in the theatre for only two weeks is a very innovative marketing strategy which has been done for the very first time and it has worked with many youngsters. Some even went and booked the tickets almost a month ago. “One can never get enough of Michael Jackson, he surely is the king of pop. And since the movie is on only for two weeks I could not resist, so me and my friends booked the tickets, the minute the theatres announced advance booking,” says Rashmi Shetty.

Expectations are also plenty as the movie promises to show rare footage of pop star’s life and work. “The rare works and what went behind the making of the many hit numbers will be exciting to watch. Considering it is being directed and compiled by MJ’s creative partner and stage director, it will be good,” says Balaji.

The movie will run the entire two weeks but what happens after that? Will the movie remain just a two-week wonder or will there be an extension? Anything is possible in MJ’s world, one will just have to wait and watch.