Lull before the storm: Business Talk with Taran Adarsh


By Taran Adarsh, Bollywood Hungama News Network

It's a lull before the storm yet again. The past two weeks has witnessed a drought, what with the new releases getting an ice-cold response from moviegoers. But, seriously, I was expecting a better response for UGLY AUR PAGLI. The chumma-n-thappad promos worked big time, there was certain freshness to them.

However, the promos can be quite misleading at times. In fact, in most cases, the promos look alluring, but the movie turns out to be a cold turkey. What an anti-climax! That's the case with UGLY AUR PAGLI as well.

But what caught the industry by complete surprise was the not-as-expected start at the box-office. In this case, the promotion was right, a song from the film ['Talli'] had become hugely popular. Plus, over the years, Mallika has developed a strong and loyal fan base amongst youth. On a personal level, I was expecting a good follow up to the immensely likable PYAAR KE SIDE EFFECTS.

Perhaps, the paying junta were waiting for the next big release [SINGH IS KINNG] and therefore decided to skip UGLY AUR PAGLI. It has been noticed time and again that all films that come a week before any biggie get eclipsed for this reason. Or, perhaps, people are still wary of stepping out in the evening, which explains why the evening and night shows have been largely affected. Or blame it on bad luck!

Armed with an uninspiring start, negative reviews and poor word of mouth, there wasn't much UGLY AUR PAGLI could look forward to. The business over the weekend [below average] and on weekdays [dull] says it all.

Does it have a chance in its second weekend? Not at all! SINGH IS KINNG is arriving with a bang [a couple of plexes are screening 28 shows a day -- incredible, a record!] and no film would stand a chance!