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.