Film-maker Sajid Nadiadwala couldn’t have expected a better directorial debut. Kick, which garnered Rs.83.84 crore in three days and collected Rs.197 crore in its first week, smoothly crossed the Rs. 200 crore mark on the eleventh day (August 4) of its release . With festivities of Eid and no other significant release last week, the film enjoyed all possible benefits. Soaring with success, Kick entered Week 2 by collecting Rs.9.22 crore on Friday, Rs.10.62 crore on Saturday and Rs.14.18 crore on Sunday respectively. With a grand total of Rs.198.11 crore nett on the second weekend, Kick made its foray into the coveted Rs.200 cr club. Shah Rukh Khan’s Chennai Express and Aamir Khan’s 3 Idiots and Dhoom 3 were the only other films to have created this record. After a dry run with Jai Ho, Kick has helped Khan reclaim his box-office position.
While Hate Story 2 collected Rs.13.4 crore in its second week taking its two week collection to Rs.35.6 crore, Holiday… garnered a total of Rs.111.47 crore in its eight week, with Ek Villain finishing behind with another Rs. 20 lakh in its fifth week and adding up to Rs.102.67 crore, according to trade expert. Vinod Mirani.
For trade analyst N. P. Yadav, the film’s unopposed presence seems to be the redeeming factor. “The film is doing well only because of Salman Khan. He is a ‘massy’ star. Kick had no opposition for two weeks and that helped it’s cause tremendously. The film was also promoted very well. The promo and the song Jumme ki Raat created the right buzz. The audience does not want to see creativity in a film like Kick. Viewers who love Salman, want to see his attitude and dialogues on screen and nothing taxing,” explains Yadav. Film Distributor and Exhibitionist Akshay Rathi says, “Kick was given a second boost after Tuesday, since a lot of people who observe Ramzan do not watch films during that peroid. That entire crowd took to the theatres during the rest of the week after braving the heavy downpour, especially in Maharashtra.”
What remains to unfold is how much business does Kick earn before its long run can be cut short by Entertainment, Akshay Kumar’s upcoming comedy opposite Tamannah Bhatia, that storms the theatres this Friday. “Between Singham Returns and Kick, Entertainment will have a tough fight to get proper shows. The promos are looking good and Akshay Kumar has the knack for comedy, hence it should work well in his favour,” says Yadav. Talking about the single-screen turn-out, Rathi points out, “India has 6,000 operational single-screens out of which Kick released in 3,800 theatres so Entertainment will still have some options of single-screen audience.”
Riteish Deshmukh’s Marathi film Lai Bhaari is still continuing its dream run at the box office in its fourth week. With Rs.35 lakhs on Friday, Rs.55 lakhs on Saturday and Rs.85 lakhs on Sunday, Lai Bhaari earned a total of Rs.32.90 crore this weekend. “It was Riteish Deshmukh’s debut in a Marathi film. And for the first time, heroism was depicted with brilliance in a Marathi film. It was an out-and-out commercial film and everything worked well in his favour,” explains Yadav. The film worked well in southern and western regions of Maharashtra since majority of the Marathi-speaking audience are found in those areas, according to Akshay Rathi. “Lai Bhaari’s geographical impact and imprint speaks volumes about the future of regional cinema in India and Marathi cinema. While Tamil and Telugu cinema are much bigger, Marathi cinema has a long run before it reaches that level,” says Rathi.
Missing Hollywood ‘action’
Hollywood film Hercules claimed an occupancy of 40 per cent over the weekend, Lucy took 32 per cent and 22 Jump Street has 28 per cent occupancy, according to Rajender Singh Jyala, Vice President, Programming and Distribution at INOX. 22 Jump Street had a weak release in India, and to reach out to the audience, Hollywood films mostly need dubbing in regional languages. “For a Hollywood film to work in pan-India, the only genre that works is action. Films like Expendables and X-Men work well at the box-office. 22 Jump Street is a niche-film and its genre wasn’t of appeal to the audience. While Hercules did fairly well in it’s own space, Kick eclipsed all other movies that released in week one and week two of its release,” says Akshay Rathi.