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Multiplexes' Thumbs Up For <i>Corporate</i>

 
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By: Taran Adarsh, IndiaFM

Thursday, July 13, 2006

Film business can be most unpredictable. And that's the beauty of this business. Just when you thought that the moviegoers were in a mood to watch films that starred big names only [Fanaa, Phir Hera Pheri, Krrish], the slow-n-steady rise of Corporate, a 'small' film by industry standards, reaffirms your faith in content.

Flashback:
Friday, July 7, 2006: Madhur Bhandarkar's latest offering Corporate has a shaky start all over. While the opening is best in Mumbai [in the range of approx. 45% +], the opening shows at metros such as Delhi and Kolkata are below the mark.

Expecting Corporate to fetch a thunderous start as a Fanaa or a Krrish is foolhardy. In fact, let's accept a simple fact: Corporate is not one of those hyped Rs. 30 crore films starring a Khan or a Roshan that would woo the classes and masses, the elite and the hoi polloi in large numbers on Day 1 itself. In fact, the entire budget, including promotion, of Corporate would still be less than what a Khan or a Kumar usually charge for a movie these days.

The first show outcome: The collections are poor, but the reports are extremely positive. And that works in its favor. Business picks up during the noon shows, albeit marginally. The evening shows are better, in Mumbai, Delhi, Kolkata, Hyderabad, Kanpur, Lucknow. The night shows at practically all multiplexes throughout the country are packed to capacity [100%].

Saturday, July 8, 2006: Will Corporate sustain on Saturday? Day 2 is always crucial. But Corporate is strong at multiplexes, but below-the-mark at some single screens. Yet, with the film running to over 85% + occupancy in 5/6 shows daily at multiplexes, it looks like a plus proposition.

Sunday, July 9, 2006: The multiplexes continue to display 'House Full' status. The film has caught on with the multiplex crowd, its target audience. Not just Mumbai or Delhi or Kolkata, even multiplexes of Uttar Pradesh and Madhya Pradesh [Indore] have gradually embraced the film. Mumbai, of course, continues to lead.

But the film isn't enjoying a similar status at single screens. The collections range from below average to dull. Monday onwards, the film continues to hold at multiplexes [50% +], while certain areas aren't too welcoming. But the silver lining is its low costing and keeping in mind its [strong] business at multiplexes, Corporate should sail safe.

THIS WEEK, LAST YEAR

[Weekend: July 8-10, 2005]

Dus opens to an earth-shattering initial all over India, fetching the best opening the year has witnessed so far. What actually contributed to the mind-boggling start of Dus at the turnstiles? Four factors:

  • The striking face-value/star cast. The project looks real big.

  • The popularity of 'Dus Bahane' and 'Deedaar De' had soared in recent times.

  • The stylish stunts. The action promos attracted lovers of action flicks in hordes.

  • The chic promos and the aggressive marketing prior to its release.

On the other hand, Fareb, starring the two Shetty sisters with Manoj Bajpai, got 'swallowed' by a super-strong opposition [Dus]. Fareb isn't a bad film, it's not great cinema either, but the Dus wave was so strong, so omnipotent that Fareb couldn't survive the storm. The much-talked-about Matrubhoomi also went completely unnoticed, getting knocked down by the opposition. 

Topics: krrish, film, madhur bhandarkar, delhi, kolkata, mumbai

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