Post RAAZ 3, the horror genre was considered lucrative enough by dream merchants in Mumbai. But, like I keep saying, box-office can be most unpredictable. The below-the-mark BO performance of AATMA, starring Bipasha Basu after RAAZ 3, only goes to prove that no genre is foolproof. Despite good promotion. Despite novel casting [Bipasha, Nawazuddin]. Despite interesting premise.
Horror, skin show and music is a lethal combo and the Bhatts have used the formula time and again with [mostly] successful results. Does it mean that the absence of skin show and music kept a big chunk of the movie-going audience away from AATMA? Frankly, does a film like AATMA warrant skin show and songs in the first place? Definitely not, in my opinion. However, the advantage with AATMA is its low cost and though the theatrical business is below average, the income from Satellite and other rights should help its makers recover the investment.
Yet another myth lies shattered with RANGREZZ. The general perception within the film industry is, remakes of South Indian hits yield successful results in Hindi as well. RANGREZZ is the remake of a successful South Indian film, was remade in various Indian languages subsequently, but its BO performance in Hindi is lacklustre. Despite credible names like [producer] Vashu Bhagnani, [director] Priyadarshan and [DoP] Santosh Sivan in its credits. Despite fantastic pre-release promotion. Despite a hugely popular track used for its promotion.
A story of three friends, RANGREZZ is targeted at the youth, but the film failed to lure its target audience in hordes. To give the credit where it's due, RANGREZZ is much, much better than Priyadarshan's last endeavour [KAMAAL DHAMAAL MALAMAAL], but the subject matter is not the type that would make the youth make a beeline for theatres. Like ZINDAGI NA MILEGI DOBARA or the recent KAI PO CHE did.
With not much revenue pouring in from India and Overseas theatrical and with HIMMATWALA, also produced by Vashu Bhagnani, eyeing the market share next Friday, the outcome of RANGREZZ is for all to see.
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