The trend continues! The trend of morning shows [of new releases] opening to weak houses continued this week yet again, as Yash Raj’s newest offering BEWAKOOFIYAAN opened to dull houses. Despite solo release. Despite fairly good names in its cast. The occupancy in the morning and noon shows was a meager 20%-25% across major screens, on an average.
What could be the reasons? The pre-Holi period is generally considered dull by the film industry. Also, the ongoing examination period and the relatively low buzz surrounding the film kept a major chunk of the cine-going youngsters away from the film. However, the poor morning shows are no indicator these days, since films like HASEE TOH PHASEE, HIGHWAY and last week’s QUEEN also had a tepid start at the ticket window, but gathered momentum during the course of the day/weekend. The advantage is the 4-day weekend, with Monday being a holiday [Holi] as well. That, coupled with no opposition [barring QUEEN] and ample merits, should ensure the escalation in the business of BEWAKOOFIYAAN.
Meanwhile, QUEEN is expected to perform very well in Week 2, since the business on weekdays of its opening week was rock-steady.