Slow and steady

While Bewakoofiyaan starts off on a slow note, Vikas Bahl’s Queen continues to rule in its second week

Kangana as Queen Kangana as Queen
Mumbai | Updated: March 20, 2014 4:47 pm

Despite the fact that it was the only big release last Friday, Sonam Kapoor – Ayushmann Khurrana’s slice-of-life flick Bewakoofiyaan got a below average opening on the first day. Although Nupur Asthana’s directorial venture showed a lot of promise initially, with a number of promotional activities planned by Yash Raj Films, it looks like the film failed to strike a chord with its target audience – youngsters, because of the ongoing exam period. However last week’s release Queen is going rock steady at the box-office, leaving Gulaab Gang and Total Siyapaa far behind.

Almost there

Going by the early trends, the buzz around Bewakoofiyaan was pretty low. Although the film was targetted at the multiplex audience, a spokesperson from Cinemax – PVR confirmed that the film’s opening did not match up to their expectations. A good number of shows, around 20 – 22, were allotted to the film. Although the noon shows saw a dull turnout, the evening shows were expected to get a decent start, but that was not the case. The first few shows opened to a meagre 15-20 per cent, which slowly went up to 50-60 percent during the evening shows. Even the weekend shows haven’t seen a big jump, thanks to the low word-of-mouth publicity and mixed responses coming in from those who have seen the film. “Despite having a fairly good starcast and a solo release, the occupancy in the morning and noon shows was a meagre 20 per cent. The ongoing examination and relatively low buzz surrounding the film kept a major chunk of the cine-going youngsters away from the cinema halls,” stated trade analyst Taran Adarsh.
Mayank Shroff, manager – programming and marketing, Cinepolis, stated that the film got a below average opening at the Cinepolis chain of multiplexes on the first Friday. “It was just around 60 per cent occupancy and we are not expecting a bigger jump during the weekends. It might just reach a peak of 70 – 75 per cent, which may not be enough for the film,” he said. Trade expert Vinod Mirani believes that although most films in the last couple of weeks have seen a slow start on the first day, Bewakoofiyaan does not have a long life at the BO. “The long weekend won’t help the film either,” he added.
On the first day, the film has managed to collect Rs. 2.23 cr nett, which is certainly less, keeping in mind the budget of the film, which is Rs.22 crore (including cost of production). A lot will depend on the weekend collections and how the film fares during the weekdays.

The Queen’s rule

On the other hand, the Kangana Ranaut-starrer, Queen which released last week continues to get decent footfalls in most theatres. “Queen almost saw a similar situation like Bewakoofiyaan on the first day, but the strong word of mouth publicity certainly helped the film. Queen will certainly benefit from the three-day long weekend,” …continued »

First Published on: March 21, 2014 1:00 amSingle Page Format
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