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HindustanTimes Thu,21 Aug 2014

Himmatwala: what a dud!

Shalvi Mangaokar, Hindustan Times  Mumbai, April 02, 2013
First Published: 13:29 IST(2/4/2013) | Last Updated: 15:43 IST(2/4/2013)

Sajid Khan may have made claims that his version of Himmatwala starring Ajay Devgn and Tamannaah would definitely open to strong numbers at the box office. But looking at the movie’s current business, the trade industry seems to think otherwise.

Himmatwala, which was made at an approximate budget of Rs. 40crore, in its opening weekend hasn’t managed to recover the investments. Ask trade analyst Taran Adarsh about this and he says, “In view of the fact that UTV (Motion Pictures, production house) has given Himmatwala a wide release, the weekend numbers are shockingly low. The movie is on a declining slide, not just in India, but also in key markets overseas. The film’s opening was not up to the mark, except in some mass-dominated circuits.”

Similarly, Komal Nahta points out that “considering the super wide release and the Good Friday holiday, the collections of the movie are below the mark.”

Film exhibitor and distributor Akshaye Rathi, who is of a slightly different opinion, adds, “Himmatwala has opened to drastically contrasting responses. While it has faced outright rejection at the multiplexes, the single screens have played a major role in giving Ajay Devgn one of his best opening weekends ever. Critics trashing the film (almost unanimously) have played a significant role in influencing the decision of the urban and multiplex-going audience to not watch it. Meanwhile, the mass audience that probably doesn’t even access these reviews, is flocking to the cinemas and having a good time.”

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