Prior to its release, KYON? was in the news for several reasons. But, surprisingly, the film opened to a dismal response all over. Considering that films with medium budgets and new faces were opening to a good response [TUJHE MERI KASAM, JISM, ISHQ VISHK, KHWAHISH], the dismal opening of KYON? came as a jolt.
So what led to the shockingly disappointing response to KYON? -- the poor pre-release publicity, the not-too-popular music or the opposition from GANGAAJAL? Director Kalpana Lajmi, Mumbai distributor Vinay Choksey and eminent exhibitor Rashesh Kanakia offer their reasons.
"One of the main reasons for the failure is its poor publicity. The presence of an all-new cast combined with the lack of a proper pre-release promotional campaign led to the film going unnoticed at the box-office.
“It is imperative that films starring newcomers should be supported with aggressive publicity campaigns. The success of films like JISM and ISHQ VISHK has a lot to do with the way they were publicised before their release."
Mumbai distributor of 'Kyon?'
"One of the key reasons for the disappointing response to the film is that it was released against a big film like GANGAAJAL. It's essential for films like KYON? to have a solo release, supported by a massive publicity campaign. If released at the right time, such films pick up with word-of-mouth publicity. But in this case, the film proved a non-starter from Day 1.
"There's no denying that the music could have been promoted better. I don't think the collections of the film are likely to pick up now. It has been proved that not all films with an all-new cast can work at the box-office."
"Despite the manner in which the media censured the film and ripped it apart, I still believe in the film and feel that it was a convincing social statement. I was initially shocked with the damaging media reports pronouncing the film as a disaster without even allowing it to prove itself.
“It's also true that releasing your film against a biggie like GANGAAJAL was a risk. But I am thankful to the Mumbai distributors specially for giving the film its due, which included getting the best possible chain of theatres.
"If there was any major deficiency in the publicity, it was the music promotion of the film. The music company, Crescendo, did not take the right initiative. There were no proper music promos to build the awareness about the film at a time when television promos are considered vital to generate a strong buzz.
"One must remember that it is not the director's prerogative alone to ensure that his/her film is seen and heard. There are several other factors at work."