Both the films are releasing Friday, a day after Valentine's Day, and both have romance as the underline theme.
"Murder 3", coming from the stable of Vishesh Films, co-owned by Mahesh Bhatt and Mukesh Bhatt, is part of the production house's successful Murder franchise. It also marks Vishesh, son of Mahesh Bhatt, entry into filmdom as a first-time director.
On the other hand, "Jayantabhai Ki Luv Story" is Tips Industries offering and it is also helmed by debutant Vinnil Markan.
Vishesh Films has reportedly spent Rs.9 crore on "Murder 3" that is hitting more than 1,400 screens worldwide, while JKLS, said to be a Rs.6 crore movie, will be unveiled on about 1,000 screens globally.
Randeep Hooda, known for his intense roles, has teamed up with Aditi Rao Hydari and Pakistani actress Sara Loren in "Murder 3", which revolves around hotshot fashion and wildlife photographer Vikram (Randeep Hooda), who is dealing with the mysterious disappearance of his former girlfriend Roshni (Aditi Rao Hydari).
The story takes an interesting turn when Vikram gets into a relationship with Nisha (Sara Loren), a waitress from a lounge. She moves in with him in his palatial house outside the city. The house holds many secrets, which Nisha is soon to unearth.
The film has intimate scenes, however, Mahesh Bhatt, an acclaimed director himself, claims that they are making a new beginning with "Murder 3".
"It will have the emotional depth of films like 'Arth' and 'Saaransh' had. It will have the connection to the human heart of today," he added.
The makers have openly admitted that "Murder 3" is inspired by Spanish film "La Cara Oculta". Interestingly, the film, which has bold and intimate scenes shot on Randeep and Aditi, has become the first in the franchise to get an U/A certification by the censor board.
Vishesh was extremely happy with the censor board's decision and said, "they saw the intention and my approach towards my film".
"This is the first time that 'Murder' franchise has got a U/A certificate. I didn't have to alter anything not a single scene," he said.
Another tale hitting the big screen is "Jayantabhai Ki..." a romantic-comedy focusing on a gangster life.
Vivek Oberoi, who wowed as an underworld gangster in "Company" and "Shootout at Lokhandwala", has donned the same avatar for the film. The narrative shows how people fall in love unknowingly with someone they least expect to.
"It's a true Indian romantic-comedy that's light-hearted, sensitive and entertaining with touch of 'bhaigiri', for which Vivek is famous for," said producer Kumar Taurani.
Taurani said that Khotachiwadi, a village in Girgaon, Mumbai, provided a beautiful setting for the film and lent itself so perfectly to the scenes.
Vivek Oberoi has teamed up with Neha Sharma in the movie and apparently they have shot some steamy scenes in the film.