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It isn’t a Happy Ending at the box-office

The film opens well at plexes in metros & tier II cities but fails to notch impressive figures

Mumbai |
Updated: November 28, 2014 1:00:46 am
Happy Ending Happy Ending

By Karan Shah

For the third week in a row, Hindi films haven’t got the right kind of reception from the audiences. Happy Ending, the only big ticket Bollywood film to release this week, despite high expectations has failed to deliver. Last week’s Kill Dil is also dying out slowly. However, it is the regional films — Elizabeth Ekadashi and Vitti Dandu — that have managed to fare well. Dumb and Dumber To is also doing fairly good.

No laughing matter

Happy Ending starring Saif Ali Khan, Ileana D’Cruz, Kalki Koechlin, Ranvir Shorey and Govinda, even after its publicity overdrive, has not done too well at the box-office. The film was being anticipated as a game changer, but unfortunately the occupancy dropped to as low as 40 per cent on Monday, November 24, that is within the first week of its release. Manoj Desai of G7 Cinemas says that the film has not performed as per expectations.”It started strong with 80-100 per cent occupancy, but on Monday it has gone down to 40-45 percent.” As it is, Monday witnesses a dip in business.
Happy Ending with its huge star cast has done a fair job in the metro cities where it was aimed to do well, but on a pan India basis it’s not done great. The expectations were higher, but these days you can’t say much about how a film will be received by the audiences,” says exhibitor and distributor Akshaye Rathi.
At the multiplexes, however, the mood has been slightly different. Gautam Dutta, Chief Operating Officer, PVR Cinemas, says, “Happy Ending is an urbane film and as such has performed quite well for PVR in the metros and Tier II cities.”

Regional and international fare well

Along with Happy Ending, the week also saw the release of a few small budget films. “Tittoo MBA and GoluAurPappu have not fared well due to the low buzz, but regional films like Vitti Dandu — Ajay Devgn’s maiden foray into Marathi Film production — didn’t start well but picked up from Sunday onward after a good word of mouth. Dumb and Dumber To also disappointed after it did not live up to the international hype. However, it has fared better than other international release this week,” remarks Dutta, who also mentions that the Punjabi version of Chaar Sahibzaade in its fourth week continues to draw audiences.
Agrees Rathi as he says that Vitti Dandu has done fairly well, while Dumb and Dumber To has also managed to hold the audiences in the limited shows that it has.

Last week’s releases fail

The films from the last week have also failed to attract audiences. None of the releases that include Kill Dil, 6-5=2, Boyhood and Beauty and The Beast, took off the way they were expected. “Kill Dil has earned Rs.30.82 crore by the end of the second weekend. The Shaukeens that released a week before Kill Dil has added Rs.2.1 crore in its second week to take its two week total to Rs.20.6 crore. Rang Rasiya too has collected Rs.75 lakh in its second week to take its two week total to Rs.4.7 crore,” says trade analyst Vinod Mirani.
Desai mentions, “Kill Dil may not sustain after this week as the occupancy is very low.” Dutta adds, “The film had a slow start in the second week as the target audience for it was similar to Happy Ending. However, Rang Rasiya continues to draw audiences in a limited number of shows, while The Shaukeens in its third week didn’t attract the cine-goers.”
Rathi also expresses similar sentiments as he states, “Kill Dil hasn’t lived up to the expectations that everyone had with the star cast associated with it. However, among the regional films, Dr. Prakash Baba Amte is still doing well in its sixth week.”
In fact, the international films — Interstellar and Gone Girl — that witnessed 70 and 60 per cent occupancy in the last week respectively, are still holding audiences.
With the multi-starrer Ungli up for release next week, we may only hope for better business at the box-office!

karan.shah@expressindia.com

 

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