Bollywood Hungama

Bollywood Entertainment at its best

Last Updated 25.06.2021 | 7:59 PM IST




By Bollywood Hungama

Shah Rukh Khan.

The biggest star today. His films are keenly anticipated by one all. He has had an uninterrupted run at the box-office. KABHI KHUSHI KABHIE GHAM, HUM TUMHARE HAIN SANAM, DEVDAS, CHALTE CHALTE, KAL HO NAA HO, MAIN HOON NA and VEER-ZAARA have been big grossers. Seven hits in a row!

Ashutosh Gowariker.

The director of the much-acclaimed and successful LAGAAN. The film was nominated for the Academy Awards. The ultimate reward for a film-maker.

A.R. Rahman.

The music composer needs no introduction. He has carved a niche for himself on home turf as well as on foreign soil.

SRK, Gowariker and Rahman in SWADES – it can’t get bigger than that. The ultimate combo!

On face-value, SWADES should’ve taken an earth-shattering initial. The advance booking chart at practically every cinema hall should’ve shown the ‘H.F.’ [house full] status for the entire first week at least. There should’ve been a crazy scramble for its tickets. The film should’ve set opening day/weekend records at almost every centre of India.

SRK’s uninterrupted run has come to a screeching halt with SWADES. The film opened to a dismal response at several centres. The fact that Gowariker was in the director’s seat this time made no difference to the paying public.

What does one attribute the dull initial to? In the first place, the promos of the film were simply unexciting, very thanda. Around the same time, the promos of VEER-ZAARA, also starring SRK, were being aired and quite naturally, the promos of this film attracted more eyeballs.

Besides, the music of SWADES never caught on. Despite glowing reviews, the music sales weren’t too encouraging. In fact, the music company [T-Series] was expecting the music sales to show a jump after the film’s theatrical release.

The early trends of a dull start were visible when the advance booking counters opened last Monday. The management of practically every cinema hall that practices advance booking was shell-shocked when the ticket sales were alarmingly low. Even the weekend shows didn’t display the ‘H.F.’ status as the release date drew nearer.

The opening ranged from 30%-50% at several screens; at some places it was slightly better [evening/night shows], at places lower. The film had not been liked, it looked more like a documentary, the masses – who make or break a film – were dissatisfied, the film lacked in entertainment value, the songs only added to the boredom...

The only factor that went in its favour was the 4-star ratings and glowing reviews. But these reviews didn’t help in boosting the ticket sales [box-office] of this magnum opus.

Monday, the fourth day, has always been an examination for every film. It’s the trends on Monday/Tuesday that decide the fate of a film. And in the case of SWADES, the collections slided downwards at several screens.

A [small] section of the industry was hopeful that the collections would remain steady at multiplexes at least, but the collections are below expectations. And with AB TUMHARE HAWALE WATAN SATHIYO opening this week, the b.o. collections of SWADES are expected to dip further at most mass-oriented centres.

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