Sandwiched!

That's precisely the box-office verdict on ALAG. With FANAA and PHIR HERA PHERI dominating the domestic box-office and the much-awaited KRRISH due this Friday, ALAG, released in the midst of biggies, was sandwiched at the ticket window. The film failed to attract footfalls at cineplexes, even though the word of mouth was fairly promising.

When I watched the film almost one month ago, I recall telling producer Subi Samuel that he must ensure that the pre-release promotion was topnotch. If you don't have a bankable star to attract eyeballs, compensate it with terrific promotion. Although Subi did make a genuine attempt at creating awareness, the quality and quantity of promotion wasn't up to the mark.

Also, with everyone looking forward to the next big thing [KRRISH], ALAG got eclipsed in the process. With a dull opening [8%-10%] and a frail weekend on hand, the producer, who released the film himself in several territories, now faces an uphill task to recover his investment.

'KRRISH' WILL REWRITE B.O. HISTORY

With KRRISH enjoying terrific pre-release reports, a historic initial is a foregone conclusion. In fact, don't be surprised if the opening of KRRISH is better than RANG DE BASANTI, FANAA and PHIR HERA PHERI. The last two films are having a dream run at both multiplexes and single screens and have set new records at several centres.

I have a gut feeling that KRRISH will rewrite box-office history. The craze for the film is unparalleled. The advance booking [at multiplexes, the advance booking counters opened on Sunday], the film is packed for the entire weekend [14/16 shows per day]. The response at single screens too is fantabulous.

The year 2006 didn't start on a great note, but the first half of 2006 is expected to end on a magnificent note thanks to the last big release of June: KRRISH.

THIS WEEK, LAST YEAR

[Weekend: June 17-19, 2005]

Most Hindi films arrive without a bang and leave without a whimper. That's what happened last week. Barring BACHKE REHNA RE BABA, which had a 45%-55% start, the remaining three films -- SILSIILAY, SSUKH and 99.9. FM -- grossed poor figures from the word 'Go'. The film industry, which was already reeling under a spate of flops, felt even more demoralized this Friday.

While SILSIILAY at least had a 20%-30% start at places, SSUKH, considered by many to be Govinda's comeback vehicle, cut a sorry picture everywhere.