Till about three months back if someone would have said that Dedh Ishqiya had competition from Yaariyan, not many may have given that thought a second hearing. However, and yet again, it is the music that has done the trick. Yaariyan soundtrack has caught up attention, and how, hence not just bringing the film in radar but also giving it a solid chance to score at the box office. The film, which is clearly an underdog at the box office, is looking at scoring reasonably well at the box office, courtesy its music which has caught on well, especially during the ongoing celebratory season.
All of this means that a start in the vicinity of 40% is expected for this film which has an all new starcast. Now this would be a good enough occupancy for the film since it is relying entirely on the power of youth. The film should find better footfalls at the multiplexes and if the film turns out to be as good as the music, the makers can expect a safe journey at the box office.
On the other hand Dedh Ishqiya could well have set itself for a fantastic start in theatres, courtesy some good credibility that Ishiqya has built over the years. Let the fact be stated; on its release even the Vidya Balan starrer wasn’t a bumper hit and had mainly done above average business at the box office. Still, it has stayed on in audience mind for a long time and hence with Madhuri Dixit stepping in, the film was expected to create further riot during its promotion.
However, since the songs haven’t caught on at all, all boils down to the eventual content in the offering. The promotion has been decent though one does feel that the benefit of this being a sequel could have been harnessed further. Hence, this Abhishek Chaubey directed film would also see an opening around the 40% mark though it won’t be surprising if at certain theatres Yaariyan has better occupancy.
Joginder Tuteja tweets @tutejajoginder