Great Expectations,Low Returns

While Go Goa Gone opens to a mixed response,Gippi’s performance is average.

Written by Asad Khan | Published:May 17, 2013 12:17 am

Three highly anticipated films clashed at the box-office last weekend. While Saif Ali Khan’s zombie comedy,Go Goa Gone did above average,Dharma Productions’ perky youth fest Gippi and JJ Abram’s sequel to the 2009 science fiction,Star Trek Into Darkness performed averagely at the box office.

“Go… was promoted well with its aggressive marketing strategy,” said Girish Wankhede,General Manager Marketing and Public Relations for Cinemax India Ltd. According to Wankhede,the film opened to a decent 35 per cent occupancy on Friday. On Saturday,the occupancy rose to around 36-37 per cent and on Sunday,it was almost 40 per cent. The film did equally well at single screens. According to Manoj Desai,Owner of G7 cinemas (Gaiety-Galaxy),the shows of Go… in Gemini,Mumbai,were packed on Friday. On Saturday,the overall occupancy was 50-55 per cent,which increased to 90 per cent on Sunday. Trade analyst Amod Mehra said,“Go… was an experimental film. The public enjoyed the first half,but in the second half they didn’t know what was happening. This could be one of the reasons why the film could not create any magic.” According to official figures shared by the producers,the film collected Rs 3.75 crore on Friday.

Meanwhile,Gippi,the week’s second Hindi release had an average opening weekend. According to Wankhede,Gippi opened to 18-20 per cent pan-India occupancy on Friday,which according to him,“was below expectations.” On Saturday,the film had 20 per cent occupancy while on Sunday it rose to 25 per cent.

According to Mehra,even though Gippi was an average performer,it won’t mar its profitability. Star Trek Into Darkness,one of the most anticipated films of the season did average business. The overall occupancy for the opening weekend was 15-20 per cent,according to Wankhede. Interestingly,Aashiqui 2,now in its third week,still remains a force to reckon with. “In its third week,it saw 70 per cent occupancy on Sunday,” said Wankhede.

Bombay Talkies did well in night screenings,with 60 per cent occupancy. Desai tells us that even at single screens,Aashiqui 2,Shootout At Wadala and Bombay Talkies continue to fare well. Next Friday will see two big ticket flicks,YRF Productions’ Aurangzeb and Baz Luhrmann’s The Great Gatsby,facing off at the box office.

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