Opening
of
We
Are
Family
pretty
much
followed
the
script,
as
it
took
an
opening
in
the
vicinity
of
50%
on
Friday.
When
the
film
was
shown
at
select
multiplexes
on
Thursday,
especially
in
Delhi
and
Mumbai,
with
restricted
number
of
shows
(4-5),
it
saw
a
better
response
with
over
70%
occupancy,
primarily
due
to
the
Janmashtami
holiday.
All
in
all,
an
extended
weekend
with
collections
of
Rs.14
crores
was
good
enough
to
take
the
film
past
the
safety
path.
This,
however,
is
far
lesser
than
Karan
Johar's
last
release
I
Hate
Luv
Storys,
which
netted
Rs.23
crores
in
the
first
weekend.
What
had
worked
in
favour
of
the
Imran
Khan
and
Sonam
Kapoor
starrer
was
hit
music,
a
fresh
pairing
and
a
good
theme,
which
worked
for
the
target
multiplex
audience.
On
the
other
hand,
We
Are
Family
has
a
family
theme,
which
means
a
terrific
opening
is
always
ruled
out.
A
couple
of
factors
that
further
hindered
the
film
were
average
promos
and
non-happening
music,
which
got
flak
from
most
quarters.
This
is
the
reason
why
eventually
it
all
settled
down
to
good
performances
by
Kajol,
Kareena
Kapoor
and
Arjun
Rampal
that
saved
the
day.
The
film
has
seen
decent
reviews
coming
its
way
with
not
many
praising
the
film
to
the
skies
or
dusting
it
down.
The
word
of
mouth
has
ranged
from
'theek
thaak'
to
good,
which
means
We
Are
Family
should
settle
down
as
an
average
affair.
Will
it
continue
to
stick
to
theaters
for
an
extended
run?
Well,
it
would
be
a
wait
and
watch
approach
because
Dabangg
would
totally
dominate
the
show
after
its
release.
This
means
We
Are
Family
will
get
a
hit
in
its
second
weekend.
However,
post
the
Dabangg
euphoria,
this
Siddharth
Malhotra
directed
fare
may
just
manage
to
enjoy
a
longer
innings
ahead
due
to
no
competition
till
24th
September
before
Anjaana
Anjaani
hits
the
screen.
The
other
two
releases
of
the
week
-
Mallika
and
Emotional
Atyachar
-
got
totally
sidelined
due
to
We
Are
Family
being
a
major
competition.
Even
though
Mallika
was
promoted
optimally,
especially
considering
the
fact
that
it
was
a
non-starcast
affair
and
belonged
to
the
horror
genre,
the
film
didn't
find
any
taker.
In
fact,
the
film
also
saw
terrible
reviews
coming
its
way,
which
proved
to
be
a
further
nail
in
the
coffin.
No
pun
intended.
Emotional
Atyachar
was
an
interesting
film
and
poor
production
values
notwithstanding,
its
storytelling
did
ensure
a
captivating
watch.
However,
near
to
nil
promotion
coupled
with
a
senseless
title
that
didn't
give
an
iota
of
an
idea
about
what
the
film
was
all
about,
meant
that
this
ensemble
cast
affair
saw
zilch
footfalls
on
its
opening
weekend.
Even
though
Vinay
Pathak
and
Ranvir
Shorey
'jodi'
has
been
loved
all
over
again
with
Kalki
Koechlin
too
managing
some
eyeballs,
Emotional
Atyachar
would
have
to
search
for
its
audience
on
home
video.
As
for
satellite
medium,
it
is
doubtful
if
channels
will
pay
a
fancy
amount
for
it,
courtesy
the
expletives
that
occur
every
five
minutes
in
the
film.