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No Second Chances!!

Of lessons in promotion and a clash of the titans!!

(This column has been faithfully tracking films in the news, good and bad. However, we’ve been receiving torrential feedback and suggestions to also track films that could potentially set the box office on fire. So, since the last few weeks, we’ve been watching all the big films that make news, regardless.)

This week, the hot topic in the trade has been: Why wasn’t Zindagi Na Milegi Dobara (ZNMD) promoted in a big way? Was a road trip enough to promote a film made on a lavish scale? Though the film took a flying start at many multiplexes, that’s as far as it went. Bad promotion resulted in a good opening only at select multiplexes whereas Harry Potter’s last version took a gigantic start, almost everywhere.

Looking at the series of successes in the recent past, it is obvious that the audience is yearning for entertainment. Thus, a filmmaker needs to not only make a good product but also market and promote it well. ZNMD didn’t, and it’s paying the price.Also the topic of discussion is the fate of certain films at the year-end. Since Excel Entertainment announced their plan to release their mega-venture Don 2 during Christmas, why are two other biggies also slated for release during the same week?

The films in question are: Abbas-Mustan’s Players and Vinay Sapru-Radhika Rao’s I Love New Year. Actually, there’s one more film due the same week -- Tom Cruise’s Mission Impossible: 4.

The theatrical trailer of Eros International’s Mausam was introduced along with ZNMD and it has met with a phenomenal response. But the trade is not really excited about the film. Perhaps with more teasers and songs being introduced on satellite channels, the film will gather some momentum.

Now all eyes are on Ajay Devgn’s Singham. Though not much had been happening on the publicity front, promotions kicked off a few days ago and everyone associated with the film is going all out to generate a buzz. The idea is to keep injecting the audience with teasers and go flat out just ten days before the film’s release. This film is carrying an excellent report and has a strong buzz around it.

If this year ends with a clash between biggies like Don 2, I Love New Year and Players, January 2012 will be very exciting for both film-goers and the film trade. Karan Johar will release his magnum opus Agneepath on January 13; Farhan Akhtar and Ritesh Sidhwani will have their next film featuring Aamir Khan, tentatively titled Dhuan; and UTV Motion Picture is also toying with releasing their next Barfi, being directed by Anurag Basu and featuring Ranbir Kapoor, the same month. Phew!!!

Trade Trac

Update Date Release Movie BoxOffice Prev Week Current Week Weekly Change
Exh Dist bookies Exh Dist Bookies Exh Dist Bookies
July 16, 2011 July 08, 2011 Zindagi Na Milegi Dobara First Weekend 13 20 19 18 25 22 5 5 3
First Week 25 31 26 28 40 35 3 9 9
total 35 38 40 38 50 48 3 12 8
July 16, 2011 July 22, 2011 Singham First Weekend 30 32 31 42 40 40 12 8 9
First Week 48 50 49 68 65 64 20 15 15
total 65 70 72 98 105 110 33 35 38
July 16, 2011 August 12, 2011 Aarakshan First Weekend 32 38 33 32 40 35 0 2 2
First Week 45 56 52 50 62 64 5 6 12
total 72 75 75 80 82 80 8 7 5
July 16, 2011 August 12, 2011 Soundtrack First Weekend 2 4 3 1 2 1 -1 -2 -2
First Week 5 6 5 2 2 2 -3 -4 -3
total 8 9 9 3 4 4 -5 -5 -5
July 16, 2011 August 19, 2011 Not A Love Story First Weekend 7 6 7 3 5 4 -4 -1 -3
First Week 10 11 10 6 8 7 -4 -3 -3
total 13 14 14 9 10 10 -4 -4 -4
July 16, 2011 August 31, 2011 Bodyguard First Weekend 50 48 48 49 50 49 -1 2 1
First Week 78 70 80 79 73 80 1 3 0
total 120 125 122 115 123 125 -5 -2 3
July 16, 2011 September 09, 2011 Mausam First Weekend 11 12 11 13 14 14 2 2 3
First Week 17 17 16 20 21 20 3 4 4
total 22 23 22 30 33 31 8 10 9
July 16, 2011 September 09, 2011 Mere Brother Ki Dulhan First Weekend 12 14 12 20 18 16 8 4 4
First Week 17 21 18 30 34 32 13 13 14
total 22 24 22 42 48 46 20 24 24
July 16, 2011 September 16, 2011 Force First Weekend 12 13 12 11 11 10 -1 -2 -2
First Week 19 20 18 18 18 18 -1 -2 0
total 25 27 25 23 25 24 -2 -2 -1
July 16, 2011 October 06, 2011 Rascals First Weekend 23 27 26 25 28 28 2 1 2
First Week 33 40 37 35 42 40 2 2 3
total 52 52 54 55 57 56 3 5 2
July 16, 2011 October 26, 2011 Ra.One First Weekend 53 57 57 51 55 55 -2 -2 -2
First Week 76 76 75 75 76 76 -1 0 1
total 110 112 112 111 112 112 1 0 0
July 16, 2011 October 27, 2011 Damadamm! First Weekend 1 1 1 1 1 1 0 0 0
First Week 1 1 1 1 1 1 0 0 0
total 2 2 2 2 2 2 0 0 0
July 16, 2011 October 27, 2011 Kahaani First Weekend 3 4 4 3 3 4 0 -1 0
First Week 5 6 8 4 5 7 -1 -1 -1
total 11 11 12 10 10 10 -1 -1 -2
July 16, 2011 November 10, 2011 The Dirty Picture First Weekend 18 23 22 19 25 24 1 2 2
First Week 28 34 33 30 34 34 2 0 1
total 37 41 38 40 42 40 3 1 2
July 16, 2011 November 18, 2011 Desi Boyz First Weekend 22 25 23 24 27 26 2 2 3
First Week 35 40 37 38 41 40 3 1 3
total 48 52 51 50 53 53 2 1 2
July 16, 2011 December 09, 2011 Agent Vinod First Weekend 19 20 19 19 19 19 0 -1 0
First Week 25 30 28 25 28 26 0 -2 -2
total 45 52 51 48 49 48 3 -3 -3
July 16, 2011 December 09, 2011 Ladies V/S Ricky Bahl First Weekend 10 12 10 12 14 12 2 2 2
First Week 15 18 15 18 20 17 3 2 2
total 22 23 24 25 28 26 3 5 2
July 16, 2011 December 23, 2011 Don 2 First Weekend 49 50 47 52 55 51 3 5 4
First Week 73 76 72 78 81 78 5 5 6
total 95 95 96 100 105 102 5 10 6
July 16, 2011 December 23, 2011 I Love New Year First Weekend 0 0 0 20 23 21 20 23 21
First Week 0 0 0 30 34 33 30 34 33
total 0 0 0 40 41 40 40 41 40
July 16, 2011 January 13, 2012 Agneepath First Weekend 40 39 39 42 41 40 2 2 1
First Week 53 54 54 55 56 57 2 2 3
total 80 80 81 82 83 83 2 3 2
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