The rejection was imminent. CROOK had the lowest buzz amongst all Emraan Hashmi releases produced by the Bhatts. Now that's all the more surprising since Emraan is riding on the success of ONCE UPON A TIME OF MUMBAAI. Perhaps, the promos of CROOK failed to do the trick. Perhaps, the music of CROOK didn't create the required buzz. Perhaps, the Navratri period [evening and night shows take a dip during the festival] made a dent in its business.
The fact is CROOK opened to a tepid response and the film refused to take off even on Saturday and Sunday. It's fate from Monday onwards can well be imagined. At some places, the business of CROOK was lower than TUM MILE, starring Emraan and made by the Bhatts, which didn't find the audience mandate. Ideally, the film should've collected more than JANNAT, a bonafide success.
The other film, DO DOONI CHAAR, had been making waves in preview circles. In fact, every dignitary who watched the film during preview screenings couldn't stop praising the film to the skies. The film also received glowing reviews from critics, but despite tremendous word of mouth and feedback, the business of DO DOONI CHAAR never witnessed the required jump. Sure, the business did improve on Saturday and Sunday, as compared to Friday, but it wasn't a meteoric rise.
A section of the distributors/exhibitors I spoke to feel that the promos weren't catchy enough. No doubt, Disney marketed the film well, but the quality of promos/posters had to be more attractive. But, I guess, these are mere excuses. If a film has to work, it will work despite all odds. In this case [DO DOONI CHAAR], let's blame it on bad luck!
