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Dhan Dhana Dhan Goal underplaying promotions

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    By: Joginder Tuteja, IndiaFM
    Friday, 23, November, 2007

    Though there are couple of days left for the release of Dhan Dhana Dhan Goal, it's producers, UTV Motion Pictures, are already smiling all the way to the bank. That's because without a single screening being held, the film has already recovered it's production cost of Rs. 16 crores.

    A highly placed official at Corporate Communications&PR cell of UTV says, "Syndication of satellite, music rights, territory pre-sales, home video, in-film advertising with brands like Reebok, Western Union and Gillette have contributed to the 16 crore recovery even before the film release."

    Director Vivek Agnihotri is aiming higher though. He says, "Such recovery has been possible mainly due to excellent pre-production by UTV. With any other production house, the cost would have soared by another 4-5 crores. I would now want 'Goal' to become an audience success too. We are coming with close to 400 prints and anything over 12 crores net collections in the first week should make me feel happy."

    How about competition from the likes of Aaja Nachle and Dus Kahaniyaan over next two weeks? "It's all about my film connecting with the audience in the first weekend of release", he reflects, "To be honest, if it does, it should be unstoppable for next four weeks at least. No competition would be too much in such case since the execution of subject is quite strong. In case it doesn't connect then well, all the best to all the other films."

    "We have purposely kept the best portions of the film hidden from the promos", the film maker answers when questioned on the promotional strategy, "There are some enthralling sequences set on a huge scale that have been picturised in stadiums. Currently, we are underplaying on the promotional front since we want audience to explore the surprise element."

    Talking about the universal appeal of the film, Agnihotri comments, "Initially, UTV as well as I believed that Dhan Dhana Dhan Goal would have adults as the target audience since it centered on men playing football. However, to our pleasant surprise, the film is being patronized by children as well. Looking at endless demand of passes for children, we have been forced to put some additional shows especially for them."

    Does he foresee comparisons with Chak De India due to it's sports theme? "Ten minutes into Goal and you would realize there and then that it has nothing to do with Chak De India. Both the films are poles apart - no pun intended - with a completely different storyline", defends Vivek, "In fact I can promise my audience that last 20 minutes belong to a different level altogether. You have never seen anything like that in Hindi cinema."

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