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Last Updated 07.04.2020 | 11:35 PM IST



Lull before the storm… sorry, hurricane!

By Bollywood Hungama

This is no new trend. The business of Hindi films *generally* declines/plummets one week prior to the release of a biggie. No wonder, the excitement to watch Sunny Leone's second Bollywood outing JACKPOT and the Dimple Kapadia starrer WHAT THE FISH was bare minimum. Actually, zilch. Ironically, Sunny's debut film in Hindi, JISM-2, had opened to packed houses, but the response to JACKPOT was just the opposite. As for WHAT THE FISH, the less said the better!

As the festive season draws nearer, everyone's hoping that the Aamir Khan starrer DHOOM-3 will close the year on a euphoric note. The expectations as well as audience anxiety has reached a crescendo. Besides, Aamir's movies have worked big time during Christmas. Recall GHAJINI and 3 IDIOTS. Will it be a hat-trick? Will DHOOM-3 surpass the record of 3 IDIOTS? Or will it touch Rs 300 cr? Also, will Rs 300 cr be the new benchmark for biggies in 2014? One thing is for sure, every trader would be minutely observing the biz of this keenly-anticipated film, since Aamir Khan starrers are known to set new benchmarks.

Adding to the mystery/curiosity of the film is Aamir's decision of not visiting malls and other public forums [TV shows, events] coupled with YRF's strategy of releasing only 30-sec teaser of the songs, not entire songs. Will this strategy trigger off a new trend in film promotions or will it backfire? Only time will tell!

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