Aatma and Rangrezz are this weekend’s major releases and both would be dependent on word of mouth to do well at the box office. While former has Bipasha Basu as the star attraction, latter has Priyadarshan at the helm of affairs. Bipasha is coming straight from the success of Raaz 3 whereas Priyadarshan is hunting for his rhythm since last few films. On the other hand Bipasha had Bhatts to devise a promotional campaign around Raaz 3 and for Aatma she is shouldering the major part of the burden when it comes to marketing and promotion. In that aspect, Vashu Bhagnani is in charge of Rangrezz.
With various pros and cons associated with the two films, it would be an interesting watch to see which of these scores over the other during the opening weekend. As things stand today, Aatma may just have a slight edge over Rangrezz due to horror theme. Yes, last week’s 3G was a horror film as well and still didn’t take opening of any sorts. However, it was not set in the traditional scheme of things, something that should help Aatma score since the theme has an Indian connect to it. Moreover, the very title is the kind that helps the film reach out to interiors as well, hence promising a 30%-40% opening day.
On the other hand Rangrezz is a remake of an immensely successful film down South and boasts of a good storyline. Moreover, the award winning appeal of the original coupled with the fact that Priyadarshan is at the helm of affairs means that Jackky Bhagnani could be looking at a relatively intense film of his reaching out to the audience. However, Bhagnanis have adopted a controlled promotional campaign for the film, after going all out with their last offering Ajab Gazabb Love. It is obvious that they are looking at audience to be talking about the film than their own marketing cell. Word of mouth should come into play here.
Third release of the week, Sona Spa, hardly stands a chance to find an audience for itself. The first hurdle it would face is a good line up of theatres and an all-India release. Pity, because it features someone of the stature of Naseeruddin Shah as a central protagonist!
Note: Aatma and Rangrezz would release at select theatres tonight itself and would then go full fledged from Friday onwards.
Joginder Tuteja tweets @tutejajoginder