Is
it
the
World
Cup
effect?
Or
should
the
disappointing
theatrical
business
of
7
Khoon
Maaf
be
attributed
to
its
erratic
writing?
In
my
opinion,
it's
a
mix
of
both.
Thoda
cricket
mania,
thoda
demerits.
There
was
tremendous
curiosity
to
watch
7
Khoon
Maaf
prior
to
its
release.
Plus,
the
credibility
that
Vishal
Bhardwaj
has
built
over
the
years
ensured
that
a
good
chunk
of
movie-going
audience
would
make
a
beeline
to
theatres
to
watch
his
latest
creation
on
celluloid.
A
catchy
title,
a
quirky
plotline,
novel
promotional
strategies
that
caught
one's
attention
and
of
course,
the
popularity
of
'Darling'…
7
Khoon
Maaf
had
several
factors
going
in
its
favor.
But
box-office
is
most
unpredictable,
isn't
it?
If
Patiala
House
sent
shock
waves
last
Friday
thanks
to
its
low
occupancy,
the
sad
opening
numbers
of
7
Khoon
Maaf,
another
biggie
helmed
by
a
reputed
director,
brought
grief
to
the
industry.
The
initial
reactions
ranged
from
shock
to
disbelief,
since
the
occupancy
was
at
par,
at
places
even
lower,
than
last
week's
Patiala
House.
It
seemed
like
the
audience
had
already
made
up
its
mind
to
skip
the
film,
even
before
the
word
of
mouth
was
out.
A
leading
North
India
distributor
had,
in
fact,
told
me
before
its
release
that
the
film
will
enjoy
limited
patronage
in
his
circuit
because
the
mindset
is
still
traditional
and
the
womenfolk
wouldn't
really
fancy
a
theme
that
depicted
a
woman
marrying
multiple
times…
and
killing
the
husbands
as
well.
One
expected
the
multiplex
junta
to
react
far
more
positively,
patronize
the
film
in
good
numbers,
but
barring
a
handful
of
plexes,
where
the
film
drew
decent
audiences,
the
response
at
the
plexes
in
general
was
equally
disheartening.
After
a
weak
start
on
Friday,
the
business
picked
up
marginally
on
Saturday,
while
Sunday
showed
some
good
improvement.
But
the
business
slipped
considerably
on
Monday
and
Tuesday.
Now
let's
discuss
the
economics!
UTV
has
sold
a
few
territories,
while
the
corporate
house
is
distributing
the
film
in
the
balance
territories
itself.
However,
given
the
texture
of
the
film,
the
recovery
from
India
theatrical
and
Overseas
wouldn't
be
much.
The
film
will
have
to
rely
on
Satellite
and
Music
Rights
[combined
price:
11]
to
recover
the
investment.
But
the
recovery
seems
remote
and
the
losses
are
guaranteed.
The
remaining
two
releases,
Kaccha
Limboo
and
Masti
Express,
grossed
negligible
figures.
Story first published: Friday, February 25, 2011, 9:11 [IST]