As I pen this piece, I am besieged with mixed feelings. I am on a high, but feel low simultaneously. Certain myths lie shattered as I jot them down for you readers to share.
Take the case of OUT OF CONTROL that opened last Friday.
Keeping the pre-release publicity blitzkrieg in mind, one was expecting the film to open to an encouraging response. It's a myth within the film industry that aggressive and attractive publicity together ensures a fantastic opening. But, unfortunately, that didn't happen with OUT OF CONTROL.
The presence of the BAYWATCH babe Brande Rodericks, coupled with good music, weren't much of a help either.
That set me thinking. The promotion should've ensured a decent opening for the film, but the opening of OUT OF CONTROL ranged from good [select multiplexes] to average to dull. Why didn't the generous dosage of skin show lure cinegoers to cinema halls screening the film? Why didn't Vashu's innovative publicity skills attract hordes of viewers?
From what I gather, anyone and everyone have been waiting with bated breath for KAL HO NAA HO. It has been noticed time and again that some films, if released around the same time as a keenly-anticipated biggie, get eclipsed in the process. Perhaps, that's what happened with OUT OF CONTROL.
Also, it has been noticed time and again that even if the film starts on an average note, it picks up gradually if the word of mouth is strong. But the word of mouth for OUT OF CONTROL wasn't strong enough to show a rise in the collections.
Although the billboards and posters of the film highlight a skimpily clad Brande striking an alluring pose, the film, in actuality, is not a sex comedy as has been projected. It is actually a saga of a man sandwiched between two women – one desi, one videshi. In reality, it is a 'family film', as we say in film parlance.
Perhaps, the signals sent out by the publicity [skin show in abundance] kept the families at bay.
But look at the brighter side of things. The advance booking windows, where KAL HO NAA HO is scheduled to open, have reported excellent sales. It indicates that the viewer is ready to spend his hard-earned money, whatever the price of the ticket.
Back to OUT OF CONTROL. Let's find out what three prominent exhibitors of Mumbai feel about OUT OF CONTROL.
[R. Adlabs multiplex, Mulund]
"The film has met with an average response at our multiplex, though the opening was quite encouraging. The film suffered because it lacks face-value and star appeal. Though the BAYWATCH babe did generate a considerable amount of pre-release excitement, the hype did not transmute into exceptional business. Also, the film got sidelined in the excitement of the Idd releases – KAL HO NAA HO and JANASHEEN."
[Fame Adlabs multiplex, Andheri]
"We are quite satisfied with the response to the film. The fact that it is a typical city film with an urban look has worked well at select theatres. From what I know, the youth has liked the film. In fact, I am expecting the film to hold its ground in the coming days thanks to the Idd week. Also, those who do not get the tickets of KAL HO NAA HO may opt for other films in the bargain. I am expecting OUT OF CONTROL to get that benefit."
[Sun-City, Vile Parle]
"The film is plan average at our theatre, not in keeping with the massive publicity campaign that had been initiated prior to its release. The response probably has a lot to do with the fact that it was released during the last week of Ramzan. Moreover, the pairing of Brande with Ritesh has not been accepted by the audiences. The music hasn't caught on either, barring a number or two. Also, it offered nothing fresh in terms of its story."