The box office collections of these V-Day releases give us some truths.
Ranveer Singh and Alia Bhatt's first love story together is all set to release, and the trailer of Gully Boy sure looks good.
It's the quintessential Valentine's Day release with romance and music at its core.
So how have they been faring at the box office?
Joginder Tuteja looks back at V-Day releases over the decade, and gives us a closer look.
2019: Gully Boy, Hum Chaar
If not for the new pairing of Ranveer Singh and Alia Bhatt, Gully Boy has nothing that hints of a romantic Valentine's Day tale.
It tells the success story of a rapper from Dharavi, India's biggest slum, located in Mumbai.
There is Rajshri's Hum Chaar releasing as well, but it is more about friendship than a love story.
Box Office collection: Rs 18 crore
Aiyaary was anything than a romantic musical, as it was a spy thriller set against a military backdrop.
Directed by Neeraj Pandey, Sidharth Malhotra and Manoj Bajpayee played off each other.
It was a major box office disaster.
2017: Jolly LLB 2
Box Office collection: Rs 117 crore
Akshay Kumar facing Anu Kapoor in a court room drama presided by Saurabh Shukla... now try hunting for music or romance here!
While it was a light-hearted take on a court room, it also dealt with terrorism.
The film became a hit, like the first in the franchise, and entered the Rs 100 crore club.
2016: Sanam Re
Box office collection: Rs 32 crore
Box office collection: Rs 19 crore
This was the year when the makers tried to bring good music to the screens on Valentine's Day.
Both Sanam Re and Fitoor were aimed at youngsters and promoted accordingly.
Sanam Re took a good start, thanks to its hit music while Fitoor was a huge disaster, despite the presence of Katrina Kaif with Aditya Roy Kapoor.
Box Office collection: Rs 45 crore
After multiple delays, Roy finally ultimately settled for a Valentine's Day release.
Even though the film had good songs, it was essentially a psychological drama with Arjun Rampal as the driving force, and also starring Ranbir Kapoor and Jacqueline Fernandez.
The film flopped after a good start.
Box Office collection: Rs 78 crore
Drector Ali Abbas Zafar paired Ranveer Singh and Arjun Kapoor in this tale about bromance, with Priyanka Chopra adding the glamour.
2013: Murder 3
Box Office collection: Rs 23 crore
Murder 3 saw love and revenge take turns in its story, starring Aditi Rao Hydari, Sara Loren and Randeep Hooda.
Even though the plot was good, it failed at the box office.
There was another release called Jayantabhai Ki Luv Story, starring Vivek Oberoi and Neha Sharma, but that was a major disaster.
2012: Ek Main Aur Ekk Tu
Box Office collection: Rs 40 crore
Kapoor & Sons Director Shakun Batra made his debut with this Kareena Kapoor-Imran Khan starrer that boasted of good music and romance.
Producer Karan Johar ensured it looked glossy enough, and was promoted well. Audiences loved it.
2011: Patiala House
Box Office collection: Rs 30 crore
A delayed release, this Akshay Kumar starrer was a sports drama, with a family angle.
There was hardly a love story between Akki and Anushka Sharma.
The audiences didn't root for it at all.
2010: My Name Is Khan
Box Office collection: Rs 73 crore
With Shah Rukh Khan and Kajol coming together for a Karan Johar film, one can be assured that there would be romance, drama and good music.
Despite its core theme of terrorism, Karan Johar ensured that audiences saw a good love story too.
The music worked, and so did the film.