Emraan Hashmi is in
(heaven), literally. The sequel to his 2008 superhit, Jannat 2, has got off to a flying start, collecting Rs 9-crore plus on the first Friday. It could emerge as the third biggest opening of 2012, after Agneepath and Housefull 2.
The actor is ecstatic: “I believe in a business model that is entertaining and guarantees a Friday opening. It’s something I’ve aspired for and it makes me happy to see a franchise close to my heart packing in the crowds. Jannat 2 is my fifth big hit and I see a snowballing effect with every successive release as the audience grows in numbers, without me having to shout about it from the rooftops or through full-page ads.”
The play-it-down philosophy was reflected in Jannat’s publicity. The unveiling of the first ‘
Kutti kameeni cheez’
promotional campaign coincided with the launch of IPL 5, but later, it almost seemed to have run out of steam. “We don’t need to OD on PR, there’s a sense of desperation in doing too much. Eventually, it is the audience that embraces or kicks out a film. By spending unnecessarily on publicity, you are only stretching your budget and cutting profits. Our aim is safe economics and today Jannat 2 is a paying proposition for all,” he reasons.
While other producers are apprehensive about competition from cricket, the Bhatts are not stumped by the IPL. Jannat released in the middle of Season 1 and so did its sequel. “If a film is good, people will watch it,” asserts Emraan. “The IPL was more of a concern four years ago when the concept was fresh and the novelty factor high. This time the risk was less.”
From a B-grade serial kisser, Hit Hashmi as he is being dubbed today, is an A-list star. Will the success of Jannat 2 lead to a rise in remuneration? He laughs, “Maybe a small one, I’m never going to demand a too hefty paycheque that will risk the viability of a project. And if the film goes beyond the traditional Emraan Hashmi prototype and impresses me, I’m willing to slash my price for it.”Emraan’s hit list
The Dirty Picture (2011)
Murder 2 (2011)
Once Upon a Time in Mumbaai (2010)
Raaz – The Mystery Continues (2009)