Times of india report

Here’s a brief, half-yearly Bollywood box office report:

January: Ajay Devgan’s Halla Bol released and flopped. The movie, whose release was postponed from December 2007 as it clashed with Taare Zameen Par, couldn’t stand on its own after all.

March: U Me Aur Hum — Ajay Devgan’s directorial debut and a second comeback for Kajol. This much-awaited film sank with a below average collection.

April: Two films — both in the news for their stars and style — Krazzy 4 and Tashan. All the king’s men, SRK, Hrithik roshan, Akshay Kumar, Anil Kapoor, Saif Ali Khan and Kareena Kapoor’s bikini, together couldn’t save the films from bombing at the BO.
 

Half yearly verdict: Of the 15 big Bollywood releases this year, three have been declared super hits — Jodhaa Akbar, Race and Jannat. As of last week, a quiet and intense Aamir and a no-brainer like Mere Baap Pehle Aap have done better than a Bachchan-filled Sarkar  Raj.
 

“The audience has become very selective. They want to see good films, which is why an Aamir, minus a star, is doing so well,” says Ram Mirchandani, executive vice president (creative) of a leading production house. “A multiplex ticket, complete with popcorn and soft drinks costs nearly Rs 500. So, people expect a wholesome package — actors, content and good story-telling. And for us producers, it’s good enough if we make a neat profit,” he adds.

The audience, however, is not so kicked about Bollywood’s half-year score. “I was watching the trailers of upcoming flicks the other day and sadly, for most of them I’d say, ‘rent a DVD’,” says Sahana K, a film buff who’s disappointed at the BO records. “Some of these films I don’t mind missing entirely. They release with such hype, but only a handful live up to it,” she says.

Which is probably why Kunal Kohli chose to release his next sans the huge promos, despite the heavy duty cast of Saif Ali Khan, Rani Mukerji and Ameesha Patel. “I’ve tried to create as much hype as possible. At the end of it all, the film has to speak for itself,” says Kunal. “Which movie do you remember seeing and saying, ‘I like the promos but didn’t like the film.’ Or ‘I liked the film, but didn’t like all the hype’. Hype or no hype, you can’t stop a good film from succeeding,” he says.

“Noise is necessary,” counters Ram. “With three Hindi films and two English films and other regional films releasing every week, you need to create that buzz. Sometimes the hype works as an advantage, sometimes it backfires. But with so much clutter, you have to market your films well and make people want to see them,” he says. And the second half will be much better, he promises. “There’s Fashion, which has all the trappings of a commercial film. There’s Oye Lucky, Lucky Oye, which will see Paresh Rawal in three different roles. And watch out for Kismat Konnection. It’ll put Shahid Kapoor in the top three league,” Ram says. We’re waiting. 

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