TA RA RUM PUM was supposed to start with a bang, but its dull start sent shock waves across the film industry. The Yash Raj brand coupled with a successful star pair [Saif, Rani after HUM TUM] and the right release period [summer vacations] were factors that went in the film’s favor. But the 20%-25% opening was unexplainable. What went wrong? No one has a valid explanation as to why the film failed to take off.
However, the silver lining is that the audience feedback is extremely positive. Saturday is an acid test for the film.