The Bhatts have, most of the times, got it right. Mahesh and Mukesh Bhatt have never chased stars, yet created ample curiosity for their movies. One of the prime reasons why Vishesh Films has been around for so many years -- and has a fantastic track record -- is because the Bhatts have kept a sharp eye on the economics, never spending an extra penny or bowing down to the whims and fancies of the stars. Making hi-concept movies in a stipulated budget is their mantra, which explains why the Bhatts and their distributors have never cried tears of blood even if the film didn't meet the expectations at the box-office.
JANNAT 2, riding on Emraan Hashmi's star power, is, by far, their biggest opener, having grossed Rs 24 cr nett in its opening weekend. Despite the fact that Emraan's stature has grown over the years, you might be surprised to know that the cost of production of JANNAT 2 is a mere approx Rs 9.5 cr.
Unlike some media created stars, who get written about and feature on Page 3 every second day, but fail to draw audiences when their movies release, Emraan Hashmi's movies have, consistently, drawn moviegoers in hordes. He enjoys tremendous fan following amongst masses, which explains why his last four films [including JANNAT 2] have opened big at the ticket window. Amongst the newer lot, only Ranbir Kapoor and Imran Khan have lived up to the expectations of the distributors.
JANNAT 2 had a great start on Friday, slipped on Saturday, but gathered steam on Sunday, thus packing a solid punch in its first three days. The multiplexes aren't strong [the family audience hasn't taken to the cuss words in the narrative], but the consolation is that the shares would be much, much higher since the film has performed exceedingly well at single screens.
Speaking from the economics point of view, yes, JANNAT 2 is a success story. The question is, how big a success will it be? Emraan's films have a limited market in Overseas [even THE DIRTY PICTURE had a limited release there, although it fared well internationally]. JANNAT 2 has had a smaller release in the international arena, which means it will have to rely on the business from the domestic market. The makers have already sold the Satellite and Music Rights for a good amount and the recoveries from India theatrical will only add to the profits.
