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Domestic B.O.: Business shoots up

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By: Taran Adarsh, IndiaFM
Thursday, May 31, 2007
Three pointers to gauge the craze for a film"¦

  • Check if the cell phone rings incessantly, with people enquiring about the audience feedback / b.o. response;
  • Check if your neighbors / friends / relatives hound you with phone calls, requesting you to use your 'influence' to manage tickets for the weekend show;
  • Check if the conversation with all and sundry gradually veers off to this movie.
Shootout At Lokhandwala was the topic of discussion. On Friday morning, people were discussing the merits [and demerits] of the film. By Friday noon, the stupendous start at the ticket window was the topic of all discussions. After weeks of no-show / tepid start, the thunderous opening of Shootout At Lokhandwala akin to a cool-n-refreshing shower in sweltering heat.

Shootout At Lokhandwala was expected to open big, but its tremendous start at multiplexes came as a pleasant surprise. In fact, the distributors of the film were more than surprised too, since action films generally don't open big at multiplexes. But Shootout At Lokhandwala has proved this theory wrong.

What does one attribute the fantabulous start to? Three factors, in my opinion --

* One, the massive star line-up;
* Two, the promotion -- qualitative as well as quantum -- was superb. A positive buzz was created the moment Gupta and Lakhia introduced the first promo at I.I.F.A., Dubai last year and G.I.F.A., Malaysia subsequently;
* Three, the curiosity to watch a real-life incident only accentuated the demand.

Shootout At Lokhandwala maintained its superb collections on Saturday and Sunday. The 90% + collections in its opening weekend have ensured a quick recovery for its distributors. In fact, at the rate it's faring, Shootout At Lokhandwala should fetch 'Overflow' [Hit] from its second/third week itself in some territories.

Time for Gupta and Shobha and Ekta Kapoor to pop champagne!

If Shootout At Lokhandwala fetched a hurricane-like start, its 'rival' this week -- Cheeni Kum -- fetched a thanda start at most screens. But let's not panic. Soft / romantic films generally open slow and gather pace depending on how the audience feedback is.

In this case, Cheeni Kum started sprinting on Day 1 itself. The collections rose to 70% + by evening / night shows at several screens. Saturday showed a jump, not just in Mumbai and Delhi, but even at places like Indore where 'multiplex films' aren't everybody's idea of entertainment.

Sunday showed an upward trend again, while Monday onwards, the film has been maintaining reasonably well at select multiplexes. I feel, Cheeni Kum will maintain steady collections in the forthcoming weekend. If that happens, Cheeni Kum would pave the way for cinema that defies stereotype.


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