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Last Updated 25.06.2021 | 4:59 PM IST



Brand Balaji strengthens

By Bollywood Hungama

Gangster movies have reached their saturation. There's nothing more to explore. Ramgopal Varma and Mahesh Manjrekar have explored the genre time and again... Gangster movies have a few more factors going against them: They are considered dark and dry, lack entertainment value, abound in cliched situations, have abundance of blood/gore and have absolutely no scope for songs. Prior to its release, the naysayers were of the opinion that ONCE UPON A TIME IN MUMBAAI stood on a sticky wicket. But the fact is, ONCE UPON A TIME IN MUMBAAI has given a fresh lease to this genre.

The theatrical business of ONCE UPON A TIME IN MUMBAAI got stabilized on Saturday [Midweek Boxoffice]. Monday, the crucial day, witnessed a 30% fall over Friday figures [it collected approx. Rs. 3.77 cr. nett], which indicates that the film has found acceptance. As things stand today, the business is outstanding in Mumbai/Maharashtra, South and prime multiplexes of metros.

From the business point of view, the film should touch approx. Rs. 35 cr. nett in Week 1, which means a share of approx. Rs. 19 cr./Rs. 20 cr. If the film sustains in its second weekend [I am sure, it will] and the drop is in the 50% range with lesser shows, the film should add another Rs. 10 cr. + nett to its kitty.

The music rights have fetched Rs. 2 cr. and Satellite Rights have fetched Rs. 10.5 cr., which places the producers in comfort zone [the Home Video deal should be clinched in a few days]. However, the recoveries from Overseas won't be substantial [approx. Rs. 2.5 cr.] since gangster films made in Bollywood aren't popular in the international circuit. Romance and musicals still hold the key there.

It's more than evident that ONCE UPON A TIME IN MUMBAAI is a success story for its producers, but on a broader level, first LOVE SEX AUR DHOKHA and now ONCE UPON A TIME IN MUMBAAI have firmly established brand Balaji in moviedom. And that is a far bigger achievement than anything else today!

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