Let's accept facts! MURDER 3, despite its merits, has under-performed at the ticket window. What could be the reason? A prominent distributor cites two reasons: One, the Bhatts shouldn't have titled it MURDER 3. Two, the absence of Emraan Hashmi in the MURDER series kept a good section of the audience away. Could these be the only reasons? Assuming that the word of mouth was extremely positive, MURDER 3 should've shown ample growth over the weekend. It didn't. Did the holdover titles like SPECIAL 26 and ABCD - ANY BODY CAN DANCE walk away with a chunk of the audience? Yes, that's a fact!
Ideally, MURDER 3 should've started with a bang. The first two MURDERS had opened to packed houses. No one expected the numbers of the third part to overtake the first two parts, but most distributors were confident that a good start was on the cards. Definitely. The sole advantage is that the Bhatts keep a strict vigil on the budgets and the cost of MURDER 3 should ensure decent profits for Fox Star, who hold the worldwide distribution rights.
On the other hand, JAYANTABHAI KI LUV STORY made no noise at the BO. Did the title keep the multiplex audience away? Or is Vivek Oberoi's plummeting career responsible for its non-performance [although Vivek has acted really well in the movie]? Irrespective of the reasons, the film is yet another addition to the 'also ran' list.