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Trade Espresso: Kuch mithai ho jaaye?

Neither Ek Vivaah.. nor EMI was impressive.. both commercially and critically, writes Vajir Singh.

india Updated: Nov 10, 2008 17:19 IST
Vajir Singh
Vajir Singh
Hindustan Times

Two directors made their debuts this week — Kaushik Ghatak with Ek Vivaah.. Aisa Bhi and Saurabh Kadra with EMI – Liya Hai to Chukana Padega.

Unfortunately, neither of their labour of love (or something like that) was impressive.. both commercially and critically.

Once more
Rajshri Productions tried to repeat their success formula of Maine Pyar Kiya (1989) by releasing Ek Vivaah… Aisa Bhi only in five theatres in Mumbai. They had attempted this limited release policy with Chitchor (1976) too, with exemplary success.

This time, the gambit just didn’t work. Ek Vivaah.. tanked despite its show of besan laddoos, jilebis and mithai unlimited.

Tradewallas believe that in the era of piracy, it’s difficult to expect the film to do better with word-of-mouth publicity. The film did open with a decent response but there has been no buzz.

Also the promotion has been unusually low-key. As a result, the Rajshri film is not expected to survive for long.

Wrong note
As for EMI, it started off on a dull note everywhere. In fact, the opening collections were as low as 15 to 20 per cent at the multiplexes.

At the single screen cinemas, it managed marginally better business. The reports are poor and the business is not likely to improve. Another mission bites the dust.

Meanwhile, the 007 adventure Quantum of Solace was well received. It toted the best collections of all the releases on Friday. The opening haul was between 50 and 60 per cent for the original English language version; the evening shows scored above the matinees.

Surprisingly the Hindi version, handicapped perhaps with the same title, failed to attract the audience.

Although Rohit Shetty’s Golmaal Returns kicked off fabulously and scored a sixer during its first weekend, there was a drop Monday onwards. This was obvious in the multiplexes.

At the singleplexes though, the ticket sales were buoyant throughout last week. In fact, going by the overall collections of the first week, there is no doubt that the Golmaal Returns is a money-spinner.

Reality check
Madhur Bhandarkar’s Fashion was very strong in its first week at the multiplexes, especially in Mumbai, Delhi, Kolkata, Pune and Bangalore. There was a drop after the Diwali week but considering its budget of Rs 18 crore and its initial collections, the film will land up in the ‘average hit’ category. It has fared best in Mumbai where it’s going strong at the multiplexes.

The second week’s collections of Samir Karnik’s Heroes and Jugal Hansraj’s Roadside Romeo were in a word, oof.

First Published: Nov 10, 2008 17:14 IST