No one can read the audience's mind. What we, the industry folk, may consider 'hot' within the industry may not be the case with the moviegoer who has to dig into his/her pocket to shell out hard-earned money to watch a film. Let's come to the point without ado. JAI HO has everything going in its favor... Salman Khan in the lead... A Salman release after more than a year... Republic Day weekend... So why didn't JAI HO embark on an earth-shattering note, like Salman's previous films DABANGG, READY, BODYGUARD, EK THA TIGER and DABANGG-2?
One can understand cinegoers thronging the cineplex to watch a film and passing judgment consequently. Either you like it or you don't. But what happens when a film starring a superstar doesn't take off? It sends shock waves across the length and breadth of the film industry. What does one attribute the not-as-expected start of JAI HO to? Varied factors...
Unlike most films that usually enjoy close to 40-45 days of promotion, the pre-release promotions of JAI HO commenced rather late. In turn, the short window of promotions affected the music of the film, which did not pick up. Unfortunately, in this case, the music was plain ordinary, unlike Salman's previous endeavors. Even otherwise, the promos of JAI HO weren't able to register much of an impact, I feel.
Another sore point was the absence of a prominent leading lady. While Daisy Shah, the newcomer opposite Salman, dances exceptionally well [she doesn't get ample scope to prove her talent], a prominent face opposite Salman, who could match up to his star power and charisma, would've only elevated the prospects of the film. Last year, the presence of Deepika [CHENNAI EXPRESS], Priyanka [KRRISH-3] and Katrina [DHOOM-3] added extra weight to the projects in question.
A section of the industry is of the opinion that unlike Salman's earlier films, which released during holidays, JAI HO did not enjoy the same advantage. This year, the Republic Day holiday fell on Sunday, hence the film never got the advantage of scoring big time on a weekday/non-holiday.
The pressure on Salman and JAI HO to set new records, or benchmarks, was immense this time. Last year, CHENNAI EXPRESS, KRRISH-3 and DHOOM-3 surpassed the business of EK THA TIGER, crossing the 200 cr nett mark in India. Salman, who is going through the best phase in his career, had to deliver. JAI HO too had to deliver, since the movie had an extensive release across the globe [5000+ screens worldwide]. But the numbers were missing...
Fri - 17.55 cr
Sat - 16.25 cr
The biz did skyrocket on Sunday [final numbers awaited], but the lack of a solid total on the first two days was felt by one and all.
While a lot depends on how the film fares on weekdays, the business will have to be super-strong during the coming days to recover costs. Sohail Khan has made a big, fat profit, but Eros and the various distributors who have acquired the film for astronomical prices will be hoping that they recover the investment on the film. It's a wait and watch situation right now!