3 min readOct 18, 2013 01:16 AM IST
It’s turning out to be a case of Death by Wednesday. It happened with ‘Besharam’ and now it’s Boss. The Ranbir Kapoor-starrer which released on October 2,notched up an impressive opening but then nosedived Thursday onwards. And now Akshay Kumar’s Boss —released this Wednesday — also didn’t make the big killing it was expected to.
According to trade website Box Office India,“Boss grossed around Rs 11.50 crore net on its first day as per early estimates. The figure is decent for a normal day but not for a holiday.”
The website further breaks down the ‘Boss’ economics: “The film had to collect Rs 15 crore net or more as it was a holiday and with a Rs 11.50 crore net first day number it makes the mid-week release a mistake as the film has not really benefited and now will see two days with low collections.”
These days when the Bollywood business model is just about the opening — everyone is on the hunt to get maximum screens in order to get the maximum eyeballs — holidays are seen as premium dates to release a film. But this strategy of releasing a film mid-week is not paying rich dividends as expected. If the film is accepted by the masses then the mid-week formula is a boon as in the case of Ek Tha Tiger (Independence Day release 2012) where the word of mouth accelerated the film’s riches.
It all comes tumbling down when the opening isn’t great and the word of mouth is underwhelming.
The traditional three-day weekend then becomes five days,which puts that much more pressure on the film.
No wonder traditionally films are supposed to release on a Friday.
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Dear filmmakers,let’s go back and revise the lesson: if it ain’t broke,don’t fix it.
From Boss to Bigg Boss (Colors) where either the house inmates are fighting or falling in love — read Gauhar Khan — Kushal Tandon and Tanisha Mukerji — Armaan Kohli. Must admit it was quite a telling moment when host Salman Khan reminded Tanisha and Armaan that there are 84 cameras in the house at all times and so they need to be careful.
But the contestant who is emerging as the real star is Elli Avram.
The Greek-Swedish girl,making her debut in Mickey Virus is Salman Khan’s favourite — he even commented that she reminds him of Katrina Kaif.
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With ‘Mickey Virus’ slated to release next week,having Elli on TV screens at prime time is a masterstroke of a publicity strategy by the film’s team. Everytime she’s on air it’s a reminder about the film. This kind of film publicity inserted in a reality format is something new but this virus is bound to grow. Be warned.
harneet.singh@expressindia.com
