the movie business, SRK, humour and paid previews seldom go out of fashion!
As for the gangster flick Once Upon Ay Time In Mumbaai Dobaara Akshay Kumar, as Shoaib was impressive, and Imran endearing. The film reportedly takes quite a leap of imagination and shows Shoaib, the ganglord (a carry over from the first part loosely based on Dawood) in a romantic misadventure. As for its box-office collections—they have done reasonable business with over Rs.51 crore, but are still a long way from the Rs.100 crore cut-off yet.
Interestingly, both films opened on holidays, a day prior to the Friday release and much to everyone’s delight, Chennai Express had chugged to the safe Rs.100 crore mark even before the week was up.
It is no secret that an SRK film, especially a home production, spells a promotional carpet bombing of sorts with the film or the actors present across mediums be it television, print, radio or ground events. But other stars have been following the promotional blitzkrieg formula too, with varying degrees of success.
Ghajini and 3 Idiots, both box-office record setting films too opted for paid previews and several innovative promotional events strategised by Aamir Khan himself and the results were spectacular.
As it turns out, in the increasingly competitive scenario where reaching the multi-crore finish line within a short span is a film’s most significant virtue, the combo deal of paid previews, aggressive star promotions and a hike in ticket prices is turning out to be the best bet for film-makers.
After all, as the saying goes, time is money!