A slew of releases this Friday, leading to fragmented box office collections, has taken a toll on the footfalls of multiplexes, which plummetted to almost 25% to 30%.
The six movies released on Friday opened to extremely poor collections. Big Pictures’ Daddy Cool, Phat Phish Motion Pictures and Fox Star Studio’s Quick Gun Murugan and Sohail Khan starrer Kissan saw only 30% footfalls at multiplexes, while the occupancy for Toss, Love Khichdi and Yeh Mera India were even lower.
Quick Gun Murugan grossed around Rs 20 lakh across Big Cinema multiplexes but the film has not been able to generate good business in metro cities like Delhi and Mumbai. Film analyst Vinod Mirani said, ?The film failed to do good business and was discontinued from Monday (just two days after its release) at various theatres in North India. All the six releases including Daddy Cool, Kissan and Love Khichdi have not been able to make significant business at the box office.?
Meanwhile, UTV Motion Pictures Kaminey grossed Rs 63 crore within the first 10 days of its release worldwide. However, the collections dropped at around 60% in the second week grossing a business of Rs 9.50 crore. Kaminey managed to rake in Rs 4.5 crore across 85 Big Cinemas multiplexes in the country. Life Partner in its second week grossed around Rs 5.50 crore, making a total business of around Rs 15.50 crore.
Fox Star Studios had partnered with KyaZoonga.com, India’s first and largest online movie, cricket, entertainment and sports ticketing company, as their official ticketing partner for Quick Gun Murugun. Neetu Bhatia, co-founder, chairman and CEO, Kyazoonga said, ?Since the subject is different, the film has seen a good response. The regional version in South India and the English version of the film are being well accepted by the audiences. The partnership with Fox enables us to distribute authentic copyrighted content of this film to its customers and other users. KyaZoonga is also hosting trailers, contests with exciting prizes, wallpapers and branded merchandise for Quick Gun Murugun. We are doing some integrated Quick Gun Murugun ad campaigns on platforms including television, outdoor, print, online and mobile in order to reach out to a larger audience.?
UTV is now indulging in various below the line (BTL) activities for its upcoming release Aagey Se Right which is due for release on September 4. The production budget of the film ranges between Rs 7 crore to Rs 8 crore. Shikha Kapur, VP marketing, UTV Motion Pictures said, ?It is a cluttered situation for production houses so film marketing has to be stressed upon. BTL activities ensure a direct connect with the audience but ultimately it is the content that decides the returns.?