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New releases take a back seat

Big releases suffered,as people preferred previous weeks’ films.

Written by Onkar Kulkarni |
May 24, 2013 12:42:41 am

Last week saw release of three big movies — Aurangzeb,The Reluctant Fundamentalist and The Great Gatsby. The YRF film,Aurangzeb,was high on publicity but contrary to the hype,it did not score at the box office (BO).

“The film lacks the thrill of a double role movie,besides being long-winded and dry,” says trade analyst Komal Nahta. According to him,the film collected Rs 12.86 crore at the BO in its first weekend. In terms of performance at multiplexes and single screens,the film received an average pan-India occupancy of 35-40 per cent in its first weekend,at Cinemax India. “It opened with 25 per cent on Friday,30 per cent on Saturday and 35 per cent on Sunday,” says Girish Wankhede,General Manager Marketing and Public Relations for Cinemax India.

Surprisingly,both international releases too received a tepid response. “The average occupancy of both The Reluctant Fundamentalist and The Great Gatsby in the opening weekend was 25 per cent,” says Wankhede. Whereas,Mayank Shroff,Manager Programming and Film Marketing,Cinepolis India said,“The Reluctant… and The Great… got limited releases,considering that,the movies have done well.” While the fresh releases failed to interest the audience,films from the previous weeks kept theatres buzzing. According to Manoj Desai,some shows of Go Goa…,in its second weekend,were housefull. Even Aashiqui 2,in its fourth week received 70 per cent occupancy at Desai’s G7 single screens.

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