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Mickey Virus had a massive release at the box office and it’s opening day coupled with good reviews made one believe that it would have a reasonably healthy week ahead. This was not the case to be though, as the weekend stayed more or less flat and there wasn’t much to cheer about it during the weekdays either. The buzz couldn’t see much of an escalation and it’s entire first week collections (7 crores) just about managed to equal the weekend collections of Vicky Donor.
The film did deserve better but new faces, lack of sustained momentum in promotion and marketing post release, pre-Diwali period, cricket matches and most importantly, terrific hype of Krrish 3 (which engaged all media forums right through the week) were some of the major reasons for the kind of collections it eventually earned. There would be hardly any moolah added further to this since there are hardly any screens that the film has found for itself in the second week.
Other releases of the week, Sooper Se Ooper, Ishk Actually and Wake Up India, struggled to survive even the first weekend and there is no signs of them in the second week. Each of these has added to the box office disasters of 2013.
Joginder Tuteja tweets @tutejajoginder
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