Box-office is full of surprises. Just when you thought that the going was getting tough, that we were about to collapse, came JANNAT. A breathe of fresh air. Infusing energy in a still body. Truly, JANNAT has lived up to its name!
How unpredictable can business get! None of the films that opened in last few weeks could muster a decent start. The initial was way below the mark, it sent the industry into a depression. But the flying start embarked upon by JANNAT caught everyone by complete surprise.
The Bhatts had a tough time in 2007, with three back-to-back flops. Emraan Hashmi too had a turbulent year, with his most important film [AWARAPAN] failing to strike a chord. JANNAT wasn't expected to be the savior for the industry, but Mukesh Bhatt was supremely confident this time. He had placed confidence on two debutantes - director Kunal Deshmukh and writer Vishesh Bhatt. Also, on Emraan's charisma. And the gamble paid off!
Friday, Saturday, Sunday - JANNAT had a heady start in its first weekend and Monday being a holiday, the business was rock-steady. Of course, the magnitude of JANNAT's release wasn't at par with any of the biggies that opened in the recent past [it had to be content with 3/4/5 shows a day at plexes], but the occupancy has been 70%-80%-90% at most screens, which is fantastic.
What worked? Let's try to figure out… The attractive promotion, a hit musical score, the interesting plotline [match fixing, bookies on Hindi screen - for the first time], Emraan's naughty streak [which makes his so popular with the youth] and of course, luck was on their side.
Last night, Percept celebrated the success of JANNAT by throwing a party at Magic, a trendy sport. Well, the celebrations are completely justified. After all, JANNAT has indeed weaved magic at the ticket window!
