Finally, some good news to share. The footfalls have shown an escalation at cineplexes. First HOUSE FULL, now BADMAASH COMPANY have lured audiences back to theatres, thus ending the dry spell at the box-office. Now let's hope the forthcoming biggies [KITES, RAAJNEETI, RAAVAN] infuse oxygen in the lungs of an ailing industry.
Shahid Kapoor starrers have consistently opened well, but for some strange reason, the media never acknowledges it. KISMAT KONNECTION started very well, KAMINEY started with a bang, now BADMAASH COMPANY has proved that all he needs is the right project to hit a boundary.
A prominent director made an interesting observation on my show, a few days ago. Friday, he opined, belongs to the producer, for it's the producer who puts his hard-earned money on marketing and promotions to lure the audience to theatres. But Saturday, he quickly added, belongs to the director, who either makes or breaks a film, depending on how good or bad the film is.
If one goes by this logic/statement, both Yash Raj and debutante director Parmeet Sethi seem to have pulled it off. While the film had a healthy Friday, the business actually grew on Saturday and Sunday, which means that the word of mouth was indeed positive. Cinema is all about narrating stories and debutante director Parmeet Sethi's first endeavour seemed to have found flavour with the paying junta, if the Saturday and Sunday numbers are an indicator.
Also, Yash Raj's strategy of going all out seemed to have paid off. Unlike ROCKET SINGH - SALESMAN OF THE YEAR, which arrived without much noise whatsoever, BADMAASH COMPANY made a lot of noise prior to its release. The 'Badmaash' gang was spotted here, there, just about everywhere. Not that promotion is all-important, but it is important to be seen and heard in today's times.
A few cynics were sure that BADMAASH COMPANY would slump from Monday onwards, but the film held well on Monday and Tuesday as well. As things stand today, the film should collect approx. Rs. 20 cr. to Rs. 22 cr. nett in Week 1, which is a healthy figure. With no major opposition in the forthcoming week, Yash Raj should recover the investment from theatrical and non-theatrical avenues and also make a neat profit in the final tally.
The 'Badmaashi' has worked!