The
one
thing
I
can't
fathom
is
why
are
we
so
repentant
about
the
masala
films
we
make?
Why
do
we
think
that
the
global
audience
won't
accept
it?
Why
do
films
that
project
Hindustani
culture
or
family
values
or
the
eternal
lost-and-found
drama
or
the
story
of
a
disgraced
hero
who
wins
against
all
odds
in
the
end,
looked
down
upon?
The
truth
is
masala
films
or
escapist
cinema
call
the
shots
and
remain
the
first
choice
of
moviegoers
even
today.
A
few
weeks
ago,
I
had
pointed
out
that
desi
cinema
can
never
go
out
of
vogue.
It
ruled
in
the
1970s
and
1980s
and
continues
to
rule
to
this
date.
The
response
to
Yamla
Pagla
Deewana
reiterates
this
fact.
The
film,
starring
the
three
Deols,
has
been
embraced
warmly
by
the
single
screen
junta,
especially
in
North
India.
The
multiplexes
haven't
showed
the
same
enthusiasm
that
it
showered
on
Dabangg
or
Golmaal
3,
but
the
numbers
are
much,
much
better
than
the
recent
Sunny
and
Bobby
starrers
at
urban
centres.
Now
let's
look
at
the
economics
of
Yamla
Pagla
Deewana.
The
cost
of
Yamla
Pagla
Deewana
is
approx.
Rs.
25
cr
[includes
Print
&
Advertising
expenses],
while
the
producers
have
recovered
close
to
Rs.
40
cr
from
sale
of
India
theatrical
rights
[Rs.
24
cr]
and
Satellite
Rights
[Rs.
16
cr].
The
producers
have
already
booked
a
neat
profit
of
almost
Rs.
15
cr
[yes,
you
read
it
right]
and
the
onus
now
falls
on
the
distributors
to
recover
their
investment.
The
North
India
distributors
are
expected
to
reap
good
profits,
while
the
Mumbai
territory
[being
distributed
by
producer
Nitin
Manmohan
himself]
may
also
recover
a
decent
sum
at
the
end
of
the
day,
primarily
due
to
the
strong
business
in
Gujarat.
Yamla
Pagla
Deewana
is
performing
the
best
-
no
prizes
for
guessing
-
in
Punjab,
Delhi-U.P.
and
Rajasthan,
followed
by
the
single
screens
in
Gujarat,
C.P.
and
C.I.
circuits.
The
business,
especially
in
Punjab,
is
outstanding
and
as
predicted
by
this
writer,
will
set
new
benchmarks
in
days
to
come.
Who
knows,
like
Eid
is
monopolized
by
Salman
and
Christmas
by
Aamir,
Lohri
may
well
be
monopolized
by
the
Deols
in
the
future.
Right?
Check
out
the
pictures
of
Yamla
Pagla
Deewana
Story first published: Wednesday, January 19, 2011, 14:23 [IST]