If the first quarter of 2005 ended on a tepid note, the second quarter of the year [April to June] has started on an exhilarating note. The much-awaited season of biggies commenced with LUCKY and in an otherwise arid movie-going scenario, the film notched a fabulous start everywhere.
After a long, long time, serpentine queues were witnessed outside both single-screens and multiplexes. After weeks of no-show, the 'House Full' boards sprang up at the entrance of cinema halls, which, frankly speaking, is such a rarity these days.
What actually contributed to the fabulous start of the film? I'd cite two reasons for it - Salman's star power and T-Series' exceptional promotion.
Salman has always been that proverbial dark horse. He doesn't have the Chopras or Johars to back him, he doesn't exercise restraint on the number of films he ought to do every year [unlike some of his colleagues!], he doesn't play up to the media, his personal life makes more news than his professional… Yet, the actor's films [most of them] fetch a superb start.
LUCKY is no exception!
The second factor - promotion - played a crucial role in creating tremendous excitement for the film. The quality and quantity of the promos were both splendid. In today's times, film promos play a decisive role in luring moviegoers to cinema halls and the stylish promos of LUCKY did the trick.
Besides, T-Series, the masters in promotion, left no stone unturned in not just making the film, but releasing it with the hype it deserved.
LUCKY performed exceptionally well during its first weekend. The film had a wide release and most multiplexes performed six/seven shows every day [thanks to the film's short length], garnering superb collections all over. With a fabulous start on hand, half the battle is won.
The collections did totter on Monday and Tuesday [Indo-Pak cricket match], but given the magnificent start of the film, it seems like a profitable [lucky] proposal for its distributors and exhibitors, who paid fabulous MGs [advances].
Of course, the forthcoming days are crucial for LUCKY. With the commencement of the summer vacations, it remains to be seen if the film continues to perform equally well in its second weekend. Besides, LUCKY faces opposition from not just the Indo-Pak cricket matches, but also with four new releases - MUMBAI XPRESS, KUCHH MEETHA HO JAYE, KHAMOSHH and HAZAARON KHWAISHEIN AISI.
But, all said and done, LUCKY has ushered in a new hope for the ailing industry. Let's hope and pray that the forthcoming releases don't disappoint!