The third month of 2005 comes to an end today and it's time to look at the score card, which doesn't seem rosy by any standards. In fact, the box-office continues to look for that elusive hit!
While the first three weeks of the month weren't fruitful, with SOCHA NA THA, CHAND SA ROSHAN CHEHRA [March 4], KARAM [March 11] and CLASSIC - DANCE OF LOVE [March 18] failing to lure the cinegoers in hordes, the business did show an upward trend in the fourth week with the release of TANGO CHARLIE, ZEHER and MY BROTHER NIKHIL [March 25].
Actually, the business takes a sharp dip in the third month primarily because the schools and colleges go to exams at this time of the year. But this year was worse. A sizeable chunk of moviegoers stayed away from cinema halls due to the Indo-Pak cricket matches, which, one has to concede, also made a dent in the business.
The graph did show an upward trend with the release of TANGO CHARLIE and ZEHER and while the opening weekend of the two films was slightly better as compared to the business in the last three weeks, the collections came sliding down from Monday onwards.
The problem with TANGO CHARLIE is that it comes at a time when the audiences have had enough of war films or films that depict a soldier's fight to uproot terrorism. The cold response to AB TUMHARE HAWALE WATAN SATHIYO in December 2004 is still fresh in the minds of the viewer.
The second dilemma that TANGO CHARLIE faces is its offbeat title. A title like TANGO CHARLIE doesn't give an impression of being a film based on Border Security Forces. And titles such as these have their limitations in the predominantly Hindi belt.
On the other hand, ZEHER may sail to safety eventually thanks to its above average opening and moderate pricing. The Bhatts sell their films at reasonable prices and ZEHER was no exception. But had this remake of OUT OF TIME released without a major opposition, its prospects would've been much better.
The third release, MY BROTHER NIKHIL, had a limited release. Targeted at the multiplex audiences of metros, the film had a dull start [expectedly], but a strong word of mouth, besides the glowing reviews in the media, may help it climb the ladder of popularity in days to come.
In fact, MY BROTHER NIKHIL has a strong chance in the forthcoming weekend since there's no major release this week. An aggressive publicity campaign will only enhance its prospects, before the much-talked-about biggie - LUCKY - hits the marquee on April 8.
