By Priyanka Bhadani
Critics may have their reasons to pan Salman Khan’s Kick but the actor has his ardent fans who will go and watch his films without worrying about reviews. And that’s the reason that his Eid release, Kick, in its opening weekend has already garnered Rs.83.83 crore nett.
The film opened with a whopping Rs.26.50 crore on Friday and the earnings only rose on the following days with Rs.27.15 crore on Saturday and Rs.30.18 crore on Sunday.
While Salman magic has worked, the industry also believes that being the solo release of the week, especially when last week’s releases were not that great, the film is doing a really good business.
Trade analyst Taran Adarsh, highlighting the huge box-office collections, says that the naysayers are left with no choice but to eat their words. “It has done tremendously well and the box-office collection is what matters at the end,” he remarks as he attributes the success to Salman Khan’s fan following besides the musical score, stylish stunts, power-packed dialogues and well-planned promotion.
While many had their reservations about the film being released during the Ramadan week as a large section of the population stays away from the theatres, Amrita Pandey, VP and Head, Marketing and Distribution, Studios, Disney India, says that they decided to release the movie four to five days prior to Eid as a well-thought about distribution and showcasing plan. “It has given us the right push to make it a big first week,” says Pandey, according to whom Eid is a highly-competitive release window in many international territories too and thus it has been released in 42 plus countries. “The international release includes non-traditional markets like Germany, France, Morocco and Maldives,” she says.
The film has recorded good figures over the weekend and there would be a surge in business as the Eid festivities begin. Rajendra Jwala, VP, Programming and Distribution, INOX Leisure Ltd, says that at the multiplexes, the film has already seen over 70-75 percent occupancy. “Tuesday onwards, it would increase further as the Eid celebrations would start. Since the audiences are really liking the film, the word-of-mouth would push it further,” he says.
However, Manoj Desai of G7 films isn’t too happy with the performance of the film. “The occupancy is not as good as I was expecting a Salman Khan film to do,” he says as he hopes for a better business on and post Eid.
While Kick is enjoying its success, some of the releases from last week are also doing well. “Humpty Sharma Ki Dulhania (Hindi), The Fault In Our Stars, Dawn Of The Planet of The Apes, Begin Again (English) and Lai Bhaari (Marathi) are all enjoying attention from the audiences,” says Gautam Dutta, Chief Operating Officer, PVR Cinemas.
Dutta says that even the new release, The Grand Budapest is doing pretty well. “In the regional content older titles like Velaiyilla Pattathari (Tamil) starring Dhanush and new titles Thirumanam Enum Nikkah (Tamil) and Vikramadithyan (Malayalam) starring Dulquer Salman are doing very well,” he remarks as he praises Lai Bhaari’s performance. “By the end of the third weekend, the Riteish Deshmukh-starrer has already collected Rs. 28.82 crore,” adds Adarsh
With no major release acting as the roadblock, Kick is only going to see a better business. “Till Entertainment arrives on August 8, Kick is expected to continue its dream run at the ticket window,” says Adarsh.
Jwala agrees, however, he adds that Hollywood releases — Lucy, Hercules (3D) and 22 Jump Street — in the first week of August are expected to get enough attention from the audiences. “But Kick will still be the movie of the coming week,” he concludes.
In the Screen issue dated July 25-31, we had rightly predicted that the Salman Khan-Jacqueline Fernandez-starrer Kick will open to packed houses. The Sajid Nadiadwala-directed and produced film which has a masked Salman Khan hit the bulls eye when it collected Rs.83.83 crore nett in the first weekend.