Posts Tagged ‘fun republic’
Rise and shine. 3 Idiots is luring you to the multiplexes for a 6am show with free chai and biscuits
This Christmas morning if you manage to wedge your eyes open by four am, try and make it for 3 Idiots at the multiplexes, which are screening the movie at six in the morning! For all your efforts, Aamir Khan and Co have even decided to give you free chai and biscuits.
Considering that 2009 hasn’t paid off for most films, everyone is putting their money on the Aamir Khan-starrer. In fact, only two films have broken box-office records – Salman Khan’s Wanted and the Ranbir-Katrina starrer, Ajab Prem Ki Ghazab Kahani. 3 Idiots hits the theatres on Friday and everyone seems upbeat about it.
Devang Sampat, Senior VP, Cinemax India Ltd, says, “There is often scope for a 6am show. There are many morning walkers and call centre employees who flock to the theatres at that time of the day. But we are doing it for the first time because there is a good demand for the tickets.” How many people watch movies after a sweaty morning jog is debatable, but it seems like nothing can dampen the festive mood.
Aditya Shroff, Asst VP Programming & Corporate Sales, Fame India Ltd, is geared to splash the movie across as many screens as possible. He says, “As we start early, we can accommodate more number of shows. We will have 37 shows spread over seven screens every day in Fame Malad. This would be the highest number of shows recorded in our chain on one single day.” Cinemax India will have as many as 28 shows on one day in their Andheri multiplex.
The said multiplexes are also planning to hold their last show as late at midnight. Naturally, the theatres are going to pay additional incentives to their staff.”We have also instructed our people to work in shifts. Honestly, nobody is complaining,” says Sampat.
At the time of going to the press, Fame India had decided to have their first show at 6.30am. However, a source from the industry says, “They might push it up to 6am.”
Fun Republic will not start as early. Vishal, Fun Republic VP, Marketing says, “We will start early, but at 9am. Fame and Cinemax have more screens. They have programming flexibility.”
Ditto for Imax. Inox will not have early shows. As for PVR, their earliest show will be at 8.30am.
Whose bright idea was it to screen the film at the crack of dawn? The marketing man of 3 Idiots, Aamir Khan? Shroff says, “I came up with this idea for my chain of theatres. I think it will work.” Sampat laughs, “We also have a thinking brain.”
Would you go for 3 IDIOTS at 6am?
|Will the multiplex be houseful at 6am?|
• Ishita Thakur (22), Mahim: No way. Firstly, I don’t get up so early. Secondly, I am not excited about this film. I don’t think it will be awesome. If it was Avatar, I would have definitely gone for it.
• Sunder Chandiramani (68), Seven Bungalows: I like to see a film in a relaxed mood. I want to jog in the mornings.
• Poonam Tilani, Seven Bungalows: I meditate in the morning. I don’t want to disturb my schedule.
• Satish Shenoy (45), Vile Parle: That is the time I am getting ready to go to the office. I want to see 3 Idiots at leisure.
• Nameeta Bandekar (24), Borivli: Why? I can watch movies at any time.
• Manisha Jaisinghani (35), Kandivli: Sorry, I can’t get up so early. 6am is a terribly inconvenient show.
2009 has been a very bad year for UTV. After three films — What’s Your Rashee?, Main Aur Mrs Khanna and Kaminey — failed to set the cash registers ringing, they were heavily banking on Karan Johar’s Kurbaan, directed by Rensil D’Silva.
But their hopes of having a hit were dashed with Kurbaan proving to be a turkey at the box-office.UTV had bought the film from Karan for about Rs 50 crore and released it across 1,700 screens.
One could understand if the audience gave it a thumbs down after watching it. However, the shocker is that the film didn’t even get a good opening when it released on November 20. Despite being a solo release, it barely managed 35 per cent occupancy on the first day. The box-office collections thereafter have been far from encouraging, flattering reviews from film critics notwithstanding.
Endorsing the fact that the film did not register more than 40 per cent collections in its first three days, trade analyst Amod Mehra says, “Shockingly, the collections on Sunday were even less than that on Friday and Saturday. The film is a big blow to Dharma Productions and UTV. “
Mehra adds, “People are not interested in seeing terrorism any longer. New York did fairly well but that’s because it wasn’t publicised as a film based on terrorism. It looked like a very youthful film with fun elements by John and Katrina. The entire publicity of Kurbaan was wrong. If the heroine of Kurbaan doesn’t want her mother to see her steamy scenes with her boyfriend, how can one go with family members to see such a film?”
Distributor Ramesh Sippy says cautiously, “I don’t want to make any assessment. But yes, Kurbaan has not lived up to its expectations.”
We also spoke to some of the theatre officials. Manoj Desai (of Maratha Mandir, Gaiety-Galaxy) says, “I registered 80 per cent collections on the first three days whereas it did not go beyond 40 per cent in other theatres. However, the collections have nosedived since yesterday. Koi picture dekhne ke liye tayyar hi nahin hai. The overall feeling is that it’s a very serious and cruel film.”
An official from Cinemax, Andheri, says, “We had expected that this film would rake in around 85-90 per cent collections. But from day one, we knew that it wouldn’t be a hit. First day, we registered only 40-45 per cent collections. People have not related to the film, it has no repeat value. On Saturday and Sunday, we recorded only 50 per cent ticket sales.”
Vikram Varma, Fun Republic, communications manager, says, “We recorded 35 per cent in the first three days. But today (Monday), we only have 15-20 per cent occupancy. I think that too many films were released in the past few weeks and this has adversely affected Kurbaan.”
We then spoke to the public to find out why they haven’t gone kurbaan over Kurbaan. 23-year old Eka Lakhani from Lokhandwala says, “I was dying to see Kurbaan as I had heard a lot about it. The film started very well, but soon I realised that there was neither any love story nor any terrorism track. Kareena and Saif got lost in the second half and I had to look for their scenes together. The terrorism part wasn’t explained well either.”
34-year-old Menka Chandiramani from Seven Bungalows says, “I was quite impressed by Kareena and Vivek’s acting but the film hasn’t stayed with me. It had nothing new to offer. Moreover, I wonder why there was so much brouhaha about Kareena and Saif’s sex scenes. We have seen much more than this in Hindi films.”
The director of Kurbaan, Rensil D’Silva, put up a brave front. He says that people are trying to bring down his film. “That happens with every new film. But you know, I am getting a lot of calls and text messages from people whom I don’t even know saying that they have enjoyed my film. I am basically a creative guy. The best people to talk about this will be the distributors of Kurbaan (UTV).” However, Siddharth Roy Kapoor, CEO of UTV remained unavailable for comment.
Karan’s first film with UTV, Wake Up Sid raked in average returns but failed to be a profit-making proposition. And the audience’s thanda response to Kurbaan has only made things worse for Dharma and UTV.