Ok,
so
the
makers
of
Milenge
Milenge
have
led
everyone
to
believe
that
their
film
is
a
success.
While
some
may
argue
that
how
a
film
that
nets
just
a
little
over
10
crores
in
its
first
week
could
be
termed
as
a
success
in
today's
time,
especially
since
it
stars
top
players
like
Shahid
Kapoor
and
Kareena
Kapoor,
producer
Boney
Kapoor
has
a
strong
reasoning.
After
all,
the
film
was
made
on
a
medium
budget
half
a
decade
back
and
even
if
one
counted
the
interest,
the
ROI
(return
on
investment)
has
been
gladdening.
No,
this
doesn't
by
any
means
indicate
that
the
film
is
one
of
those
hits
that
its
actors
would
be
extremely
proud.
Well,
even
if
they
want
to
be,
they
can't
since
they
didn't
promote
the
film.
Ironical,
isn't
it,
since
for
Shahid
this
film
has
turned
out
to
be
his
second
consecutive
success
after
Badmaash
Company?
Of
course
the
film
isn't
sustaining
at
the
box
office
on
the
same
lines
as
Badmaash
Company
and
has
taken
a
fall
but
still
the
money
earned
is
in
a
decent
enough
range
to
kept
it's
investors
smiling.
A
few
months
back,
the
makers
of
Himesh
Reshammiya
starrer
Radio
too
had
proclaimed
their
film
to
be
an
investment
hit
since
they
had
presumably
recovered
their
entire
investment
before
the
release.
Though
the
film
had
done
poor
business
at
the
box
office,
the
producers
were
supposed
to
be
in
green.
However,
the
distributors
did
loose
money.
This
is
not
the
case
with
Milenge
Milenge
though
since
Boney
Kapoor
himself
is
the
distributor
as
well
which
ensures
that
no
one
looses
money
eventually.
However,
money
has
been
lost
in
case
of
Red
Alert
-
The
War
Within
which
is
the
case
of
a
good
effort
going
unnoticed.
Theatrical
failure
of
this
Ananth
Mahadevan
directed
film
makes
one
wonder
if
audience
can
really
be
enticed
to
get
into
theaters
when
told
explicitly
that
X
film
is
based
on
a
real
life
issue.
It
seems
that
they
automatically
detach
themselves
from
such
films
and
wait
for
it
to
arrive
on
home
video
or
satellite
rather
than
spending
their
hard
earned
money
on
something
which
doesn't
give
them
their
dose
of
escapist
entertainment.
This
has
been
seen
even
in
a
commercial
set
up
like
Kurbaan
that
boasted
of
the
likes
of
Saif
Ali
Khan
and
Kareena
Kapoor.
This
mistake
wasn't
committed
by
the
makers
of
New
York
who
never
sold
the
film
as
an
'issue
based
film
about
innocent
people
being
lodged
in
US
jails'.
Or
for
that
matter
a
small
effort
like
A
Wednesday
who
actually
sold
the
film
as
a
plain
and
simple
thriller
about
a
few
hours
rather
than
something
which
would
open
up
a
can
of
worms.
Point
to
ponder?
With
the
film
barely
managing
to
complete
a
week
at
the
box
office
and
hardly
in
the
running
in
the
second
week,
Red
Alert
-
The
War
Within
would
have
to
live
with
the
fact
that
it
got
great
reviews
and
appreciation
for
Mahadevan
and
Suniel
Shetty
but
no
moolah!