Now this is what you term as terrific marketing. Kai Po Che!, a film with new names playing lead protagonists and director of a niche success like Rock On, has managed to create some big news around itself during last couple of months. Not that the film was hot during its making. In fact till last year there was hardly anything heard, seen or known about the film. However the makers (UTV) have pitched the film wonderfully well to the audience and now it is on audience to give it a chance or ignore it.
Still, it would still be unfair to predict a massive opening for the film; after all this too is a niche outing and hence requires word of mouth to bring in some popularity. However one thing is for sure that the film won’t be a pushover by any means. This Abhishek Kapoor outing should take an opening in the range of 40%-50% and at select multiplexes boast of occupancy which could be much higher. Also, its real growth would be known by Sunday and if rave reviews that it has been earning of late is any indication, the collections should be handsome, given the modest budget the film carries.
Same can’t be said about Zila Ghaziabad which, despite being a much bigger film and a major starcast, is seeing an ordinary release for itself. One can’t blame the producers much either since they have been under pressure for long to even complete the film, leave aside thinking of giving it a massive release. However one still feels that marketing and promotion of this Sanjay Dutt, Vivek Oberoi and Arshad Warsi could have been much better. Primarily a single screen affair, it has its chances with the gentry and may just find some audience in the North belt.
Joginder Tuteja tweets @tutejajoginder