Lost in Translation

The 5.35pm show at PVR Rivoli on Friday had only about 15 people in the audience,Big Cinema’s Odeon in CP did a shade better with 21 advance bookings for Friday’s 8.10pm show and at DT Star Cinemas,DLF Promenade,Vasant Kunj,the occupancy was less than 50 per cent at 8.30pm. The SP Muneshwar-directed Ashok Chakra released all over India this week but not in the NCR. It will release in the Capital on June 11. “We could not get the publicity material ready in time for Delhi region. Besides,theatre owners wanted to study the response of the film in other states first,” says Himanshu Jhunjhunwala,film planner.

Kites has dialogues in English,Hindi and Spanish,a language unfamiliar to most of the audience. Many movie-goers preferred to watch a blonde-streaked Jake Gyllenhaal fighting the dark forces in Prince of Persia instead of Hrithik Roshan’s sweeping charms. “I would rather watch a late night show of the Prince of Persia than sit through Hrithik and Barbara Mori trying to communicate through smiles,gestures and a language I don’t understand,” said Nikhil Lall,an MBA student,who came with his friends at the Wave Cinemas,Noida,on Friday. “Kites’ loss of audience seemed to be a gain for Prince of Persia ,Daybreakers and Shrek 4,all of which drew in a sizeable audience,” says Amit Awasthi,senior manager,Spice Cinemas,which operates eight screens in Noida.

Kites had started like any summer blockbuster should,with an encouraging opening day collection of Rs 10.4 crore nationwide. Awasthi blames the reviews of the film. “The movie has fizzled out in the second week. We have seen an 85 per cent drop in the footfalls from the opening week,” he says. On Friday,Spice Cinemas recorded a 30 per cent occupancy at their theatres and expected 35 per cent over the weekend. They have reduced their daily screenings from 32 to 14 shows. Even Wave Cinemas,Noida,did not look promising in the second week with only six shows daily,down from 20 in the opening week. Even then,shows appeared to be running on less than half the capacity. The box office staff flashed an uncomfortable smile each time we asked about Kites.

Businessman Rishi Sharma caught the show this week. “I avoided the movie last week because the reviews in India were not great,but decided to watch it after reading that it was among the top 10 grossers in the US,” says Sharma. With

Rajneeti releasing next week,Kites has tougher times ahead.