The year 2013 ended on a high, with DHOOM-3 setting new benchmarks. One expected the dream run to spill over to 2014, but the not-as-expected response to JAI HO [the biggest release in January] has come as a shocker. ONE BY TWO, the final release of January, has sunk as well and the optimism that was so evident at the start of the new year has begun to wane.
Sure, no one expected ONE BY TWO to have an earth-shattering start at the ticket window, but no one expected the film to be a non-starter either. Abhay Deol enjoys a decent following amongst the elite, especially those who relish classy fares, but the response to the film was poor even at urban centres. There was no buzz for the film and the off-putting reviews only proved catastrophic.
As for JAI HO, the business of the film may be lower than READY, which released in 2011. That, frankly, is a shocker, since Salman's stardom has only multiplied over the years. Yes, the appreciation for JAI HO is tremendous, but, unfortunately, the strong word of mouth hasn't translated into strong business at the BO. I maintain, JAI HO is amongst Salman's better films, but why are the numbers missing? The charismatic actor tells me he's flooded with compliments, with people of all ages congratulating him on his wonderful performance and the noble message that the film conveys. But Salman too cannot put a finger on any one particular reason for its not-as-expected run at the ticket window.
Can the dull response be attributed to Salman's overexposure on television? Can the poor soundtrack be blamed for the lack of initial? Were the promos far from exciting? Was the entertainment quotient less this time? Are message-oriented themes passe? Have remakes reached a saturation point? So many theories are floating around...
But I am not gonna lose hope. The month of February seems promising, with a wide variety of movies hitting the marquee. Let's hope, and pray, that the tide changes for better!
