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As is the trend with films coming from the house of Yash Raj Films, promotion of Mardaani is in accordance with the subject and scale. If Dhoom 3 saw them firing all cylinders, in case of Mardaani it has been all controlled due to the nature of the subject and the audience it is aiming for. Hence, after a First Look that fetched good response from the viewers, the marketing and promotion has been sustained, though not quite escalated.
In fact even in the music department, the film is a rare Yash Raj offering which is a song-less affair. Though a Mardaani Anthem has been unveiled, it is basically only for the promotional purpose. Well, for a subject like this, it is also apt that concentration is on drama, and not song-n-dance affair. While doing this, the makers (Aditya Chopra, Pradeep Sarkar) have also sent a message loud and clear that the film is aimed for a discerning audience and isn’t quite aiming for a 100 crore club entry here.
All of this means that in theaters, the film is expected to take a slow start (30%-40%) and then pick up further solely on the basis of word of mouth. While it would certainly do better than Rani’s solo lead Aiyyaa and her last outing with Pradeep Sarkar (Laaga Chunari Mein Daag), the prime competition would be the likes of Queen and Kahaani which have set higher benchmarks when it comes to women centric films. Since the film has Singham Returns as the competition from past and Raja Natwarlal in week to follow, it would all boil down to what the film has to offer as a whole.
Another notable release of the week is Mad About Dance and its first target would be to get a good all-India release.
Joginder Tuteja tweets @tutejajoginder
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