Last week saw the release of Yash Raj Film’s Dum Laga Ke Haisha and Nana Patekar starrer Ab Tak Chhappan 2. And both the films received unexpected response. Here we have an industry insider talking about the performance of the two movies at the Box- Office, and what they predict for this week multiple releases – Coffee Bloom, Hey Bro, Dirty Politics and Badmashiyaan.
Akshaye Rathi (Exhibitor) says, “The pick of the lot has been Dum Laga Ke Haisha and despite releasing in as little as 720 screens across the country, which means primarily multiplexes only and with 20 single screens in the country, it has still done phenomenal numbers. On day one it was about 1.30 – 1.40 Cr on day two it jumped to about 2.10 Crore, day three it jumped to 2.75 Crores, so it has been virtually increasing by one and a half times every single day. And Monday it had fabulous sustain, on Tuesday it got in good numbers. So with the very limited number of screens that it had, its doing really good businesses. And the good thing is it has got a unanimous positive word of mouth which is ensuring that the film sustains fabulously in its second week.”
He further adds, “They are opening the count of single screens in the second week which starts tomorrow. They are increasing the number of screens in geographically across India now, which hopefully will help in draw even better numbers now. Ab Tak Chappan2 has shown some spark in Maharashtra because of the presence of Nana Patekar. Overall if we see the pan India picture its really doing nothing to raise above.”
Talking about this week’s releases, Coffee Bloom, Dirty Politics, Hey Bro and Badmashiyaan, Mr. Rathi said, “In terms of Box- Office outcome all of them are pretty much going to be in the same range if not with the identical figures. Badmashiyaan we are hoping that courtesy of small elements of naughtiness and sex and the youth it might take off decently with the huge set of college going crowd. Similarly if you look at Dirty Politics, it is again a film that we are hoping to do well in small town single screens. Hey Bro is a bit of a mass comedy and pretty much caters to similar crowd if not the same as the audience of Dirty Politics. So let’s see, it’s certainly not the week that will see fireworks at the Box- Office.”
Ask him if any of any of these films will turn out to be the case of “Dum Laga Ke Haisha” then Mr. Rathi says, “I would say if we look at Dum Laga Ke Haisha, there was hardly any promotion before the release. After the first weekend when audience started coming in, they increased the quantum of promotions. Because they were very clear that they don’t want to burden the movie’s recovery by spending highly on the marketing before release and only after getting the positive response to the movie they decided to invest on the promotions and as the promotions has already increased from the second week even the screen count is going to increase and it should touch about a 1000 from 720 screens. Off the 720 screens 670 to 680 were multiplexes. Honestly you can never say never, but going by the promotions so far and the kind of anticipation that’s there around the movies which will be releasing this week, I don’t know if any of them have it in them to become a Dum Laga Ke Haisha. With the sub-ten percent success ratio that we have, our industry always lives in hope.”
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