DUM LAGA KE HAISHA IS A SURPRISE SUCCESS!
It’s a sweet coincidence. Last year, Queen released a week before Holi. It started on a poor note but thanks to the terrific word of mouth, it picked up dramatically and became one of the biggest hits of 2014. What also worked in its advantage is that it excelled very well in the 2nd(Holi) weekend. In fact, it was a rare film of recent times that collected more in Week 2 than in Week 1! Now this year, Dum Laga Ke Haisha is all set to repeat the act. It released on Feb 27, a week before the festival of colours and had a poor opening. But the film has touched the hearts of viewers significantly. And this was evident with the huge increase in the collections on Saturday and Sunday. Moreover, the collections of Monday are just a little lesser than Friday while Tuesday collections equal Monday collections!
Now all eyes are set on Dum Laga Ke Haisha’s second week collections. Friday is a Holi and hence a jump in earnings is expected. Also, the new releases serve no competition at all. Hence, it has a huge advantage till the release of NH10 on March 13.
At a time when films are failing big time due to high costs, the success of Dum Laga Ke Haisha should make people sit up and take notice. The film was made on tight costs and even the cost of promotion was kept in check. Being a somewhat niche film, it was released in selected screens on a small scale. But ultimately, what also worked was that it was a fabulous film. And the promos gave out the correct idea about the film. Here’s hoping Dum Laga Ke Haisha continues to win hearts and turn out to be a big hit, at a time when industry is falling short of successful films!
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3 small films are all set to release tomorrow. My views:
DIRTY POLTICS: This should have the best opening of all 3. It features Mallika Sherawat, Om Puri and Naseeruddin Shah and is inspired from the true story of Bhanwari Devi. The film has an intense sex scene between Mallika and Om. It’s glimpses were seen in the promos. The film can work in the single screens.
HEY BRO: It was to release last week but didn’t as it failed to get adequate screens. Its 2 songs – Birju and DJ – have got noticed. But the film looks poor and this will surely affect its collections.
BADMASHIYAAN: This seems to be a nice decent film and stars Sharib Hashmi of Filmistaan fame. But sadly, the film has failed to generate excitement and even the songs haven’t worked at all. Again, this film was to release on Feb 27 but it got dragged into court for being a rip-off of Korean film Couples. An upcoming Hindi film, Mango, is an official remake of Couples and its makers hence sued Badmashiyaan makers. The matter ended after both parties did an out of court settlement.
WOULD YOU LIKE TO SEE DIRTY POLITICS, HEY BRO OR BADMASHIYAAN? DO LET ME KNOW!
