It's time to pop champagne! The year 2004 may have proved to be a spoiler from the business point of view, but it's likely to end on a positive note for sure. The business has shown an upward trend since Diwali and Idd and now, with HULCHUL running to packed houses, the film industry is seeing better times.
Priyadarshan's last two comedies [HERA PHERI, HUNGAMA] didn't enjoy a cent per cent opening, but HULCHUL did. The fantastic start of the film did come as a surprise, mainly because [i] Solo Akshaye Khanna starrers don't open so big and [ii] Comedies generally have a slow start at the ticket window, but pick up with word of mouth if the reports are positive [MUNNABHAI M.B.B.S. also had an average start].
Besides, there's a myth within the film industry that if a film is embellished with a weak musical score [like HULCHUL], it does make a dent in its opening. I disagree completely. There are innumerable instances of films opening well despite poor music and vice-versa, certain films have had a dismal start despite hit music.
I would attribute the fabulous start of HULCHUL to one key factor - the talkie promos Venus flooded the market with generated considerable interest in the film. I reiterate, in today's times, when the viewer has so much to choose from, he'd only saunter into a theatre if the promos excite him.
Promoting a film keeping its essence in mind is of paramount importance today. And HULCHUL delivered what the promos promised. From the look of the promos you could make out that the film emphasized on light moments and that's precisely what the content had to offer. You didn't feel cheated after you'd watched the film. It was a complete paisa-vasool entertainer!
The success of HULCHUL shatters the myth that comedies enjoy limited patronage in India. The success of MUNNABHAI M.B.B.S., MUJHSE SHAADI KAROGI and now HULCHUL clearly indicates that the viewer is ready to lap up any genre provided the film is strong in content.
The second release of the week, AB… BAS!, didn't attract hordes of cinegoers despite provocative posters. In the recent past, films depicting skimpily clad women - Mallika Sherawat [KIS KIS KI KISMAT], Antra Mali [NAACH] and Diana Hayden [AB… BAS!] - have been shunned by the paying public.
