Mid-year ends with a crash - Taran Adarsh
The year 2008 started on a sad note and the first half of the year has concluded on an equally heart-breaking note. Yash Raj's THODA PYAAR THODA MAGIC failed to create magic at the ticket window, that's the bitter truth. Ironically, two of the three releases [THODA PYAAR THODA MAGIC, VIA DARJEELING, THODI LIFE THODA MAGIC] had the word 'Magic' in their titles. But it was tragic!
On Friday afternoon, Kunal Kohli and I arrived at the common consensus vis-à-vis the dull start of THODA PYAAR THODA MAGIC at the ticket window. The promotion of the film sent confusing signals to the audiences. Was the film targeted at kids/families or adults? My ishaara was clearly at the saucy/sensuous 'Lazy Lamhe' number that was extensively promoted. Come to think of it, the film could've done without this track as also Ameesha's itsy-bitsy clothes.
Saturday and Sunday were better business-wise, with the collections showing an upward trend, but Monday onwards, THODA PYAAR THODA MAGIC has registered a drastic fall.
Its common knowledge that most movies slide downwards on weekdays, but if the business is 50% +, it's considered great news. If not, if the figures fall to 40%, 30% and 20% [or lower], the writing is clear on the wall. Though it hasn't cost much to make THODA PYAAR THODA MAGIC [22 cr?], add to it the print + promotion expenses, the producers might recover a chunk of the investment from Satellite and Home Video.
Sadly, the theatrical business in India and Overseas is a cause for concern. Mazaa nahin aaya!
The remaining two releases -- VIA DARJEELING and THODI LIFE THODA MAGIC -- didn't make any noise. Has the inflation hit medium-budget films hard? At least a common man may shell out Rs. 200 for a biggie, but medium and low-budget fares don't seem to be a priority these days.
Cancellation of shows and abrupt discontinuation of movies have become a regular occurrence. Sad state of affairs indeed!