Sex sells. And so does Sunny Leone. Add to it a title like JISM 2. The curiosity to watch the adult movie star in a movie that promised skin show and titillation resulted in a terrific start for the film. In fact, practically everyone in the industry was supremely confident that JISM 2 would embark on a great start thanks to the aforesaid reasons.
But I've always maintained that the word of mouth spreads faster than fire these days, especially if the film is being disliked, and the reactions of the audience that had gathered to watch the film on Thursday [previews] and also on Friday said it all. In fact, the negative backlash resulted in a downward slide in business on Saturday itself, while Sunday was no great either. It was lower than Friday, though it should've been higher.
So where does JISM 2 stand in terms of economics? It's a profitable venture for its producers, Pooja Bhatt and Dino Morea. Ponty Chadha of Wave, who acquired the film for a decent price, in turn sold various territories for an exorbitant amount and it is these distributors who will tend to lose a chunk of their investment, mainly because the collections are falling rapidly.
A film ought to attract repeat audience if it ought to survive in its subsequent weeks and that seems doubtful now, since the figures on weekdays are a clear indicator that the film hasn't worked.