‘Jism 2′ – Thodi Khushi Thoda Gham for Bhatts at the Box Office
‘Jism 2′ has created a record of sorts but unfortunately it isn’t the kind to be really happy about. It has turned out to be a film with the steepest ever fall that a film has taken over the weekdays after seeing a stupendous (and rather unbelievable) opening at the box office. No one expected ‘Jism 2‘ to be a massive money spinner at the box office. In fact it was always expected that the film’s business would be in the 25-30 crore range. In that aspect it has done reasonably well to actually fetch around 28 crores in its first week.
However the trouble lies in the fact that it would now immediately end its run around the 30 crore mark. While this would be actually much better than the likes of major multi crore biggies like ‘Players‘ and ‘Tezz‘ which vanished without a trace early this year, the fact still remains that from audience perspective the film couldn’t deliver as promised. Those who wanted to catch the film did that in the opening weekend itself but beyond the target audience the film couldn’t fetch any audience whatsoever as the word of mouth wasn’t conducive to any non-‘Jism’ fans to step into theatres.
It could well be a ‘thodi khushi thoda gham’ scenario for the Bhatts. On one end they have managed to demonstrate enough clout in terms of franchise value and brand placement by ensuing that their film made the required moolah to keep them in green, on the other they have not able to build further audience base for this genre and subject, something for which there was actually an opportunity, what with Sunny Leone in their folds. The film has made its money but it would be interesting to see what do Pooja Bhatt and Mahesh Bhatt plan next for ‘Jism 3′ which they have already announced for next year.
As for the other two releases of the week, ‘Krishna aur Kans’ and ‘Yeh Jo Mohabbat Hai’, they struggled to complete even a week in those select screens where they were played and failed miserably at the box office.