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Strategy Is Key

DMD disappoints but there’s a juicy line-up ahead

The low-key opening of Dum Maaro Dum, although shocking, did not surprise. Many in the trade had predicted that the film would not open to a bumper response and would have to rely on word-of-mouth. Since the film has not drawn a positive audience response, chances of it bringing in the big moollah are bleak.

It was also said that there should have been a gap between two releases of the same actor, especially when the first film did not score at the box office. Game, which was released in the first week of April, did not go down well with the audience, a decisive factor contributing to the poor opening of Dum Maaro Dum.

Riding high on the success of Dum Maaro Dum’s title track, the producers went ahead and released the film in over 1,000 cinemas across India. This strategic plan will not fetch good returns. Tradewallahs had also predicted that the plan to promote Dum Maaro Dum’s remix item song in a big way would go against the film. They had cited Tees Maar Khan, whose producers went flat out to promote the Sheila ki jawani number and kept leading man Akshay Kumar in the shadows.

Dum Maaro Dum was also promoted as India’s first feature film to use Dolby Surround 7.1. Sadly, very few cinemas and multiplexes across India are equipped with this technology.
Meanwhile, World Cup mania has subsided but the IPL matches are gaining momentum. Evening shows are running thin and tradewallahs feel it will be difficult for any film to survive as long as the IPL steals the audience.

The promos of Haunted 3D have not impressed the trade. Though the songs are hummable, they’re not chart-busters, which is so essential to any romantic movie. Neither the music nor the trailers have generated any buzz in trade circles. The only saving grace is that the film has been shot in 3D but then, how many cinemas in India are equipped to showcase a 3D film? Besides, there’s next to no promotion for the film, which will further dampen its prospects.

The theatrical trailer of Salman Khan’s Ready was introduced last week and it drew a humongous response. The trailer is rocking and tradewallahs are optimistic about the fate of this film.

Two of action films – Ajay Devgn’s Singham and Salman Khan’s Bodyguard – are among the hottest products right now. The same is being said of Karan Johar’s remake of Agneepath, toplining Hrithik Roshan.

Meanwhile, the trailer of Shah Rukh Khan’s Ra.One continues to make waves, and expectations of this extravaganza are only growing. Don 2 is also considered a hot proposal and the consensus is that this film will end the year on a happy note.


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