'Fanaa' - A box office hit?

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By Taran Adarsh, IndiaFM

The drought has ended. The film industry has witnessed its first shower this summer. Sorry, it's a thunderstorm, not a shower. That's the 'Fanaa' effect at the box-office. Let's have a microscopic view of how Yash Raj's new film was received at the box-office...

Friday, May 26 [Day 1]:
The tug-of-war between Yash Raj and the multiplexes had ended on Thursday evening [May 25]. A few cynics [with scant knowledge of business] were sure that the film would open to a poor response on Friday morning/afternoon, but pick up subsequently towards evening shows. Like 'No Entry'.

But the news that the impasse had ended and 'Fanaa' would open at multiplexes on Friday morning spread like wild fire, thanks to the over-enthusiastic media. The film opened to a packed response from East to West, from North to South. In terms of business, the opening was bigger and better than 'Rang De Basanti' and 'Mangal Pandey'. 'Fanaa' was 90%-95% at both multiplexes as well as single screens.

The first day collections were unprecedented. In Indore, where most film crash on Day 1 itself, 'Fanaa' had a record start. In Jodhpur, another 'A' class centre of Rajasthan, one prominent theatrewala was jumping with joy, "Jitne log theatre ke andar hain, utne theatre ke baahar." Mumbai, Delhi, Kolkata, Bangalore, Hyderabad... it was a frenzy. FANAA had embarked on a record start everywhere.

Saturday, May 27 [Day 2]:
The reviews are divided. FANAA has its share of advocates and adversaries. It receives bouquets as well as brickbats. The audience feedback is divided as well. Some love it, some hate it. But that's not new. Every big film goes through a similar grind. Years ago, 'Sholay' was written off in its initial weeks. A few years ago, 'Veer-Zaara' was butchered. Much recently, 'Rang De Basanti' went through a similar phase of elimination first, embracement later. I can cite hazaar instances.

But the box-office is far more important than what a handful of soothsayers have to predict. In the case of 'Fanaa', the collections remain rock-solid. It's 90% + everywhere. The business on Saturday is at par with Friday everywhere. At places, better.

Sunday, May 28 [Day 3]:
The collections are almost 100% everywhere. New records are established. The first weekend billing is awe-inspiring. Slowly, the industry is waking up to the fact that the general perception is different from the box-office. "Yes, the film is faring exceptionally well," a prominent producer calls to say. His tone makes me feel as if he has just returned from a funeral. Not euphoric at all. But professional jealousy is a part and parcel of the industry.

Monday, May 29 [Day 4]:
The box-office is smiling on the Chopras. The collections of 'Fanaa' are in the range of 75%-85% + at most places. Generally, on Monday, the business takes a complete beating. Weekends are garam, but weekdays naram. But 'Fanaa' proves an exception. A prominent Delhi-U.P. distributor declares, "Picture blockbuster hain."

Tuesday, May 30 [Day 5]:
The Overseas results start filtering in. The film is raking in big moolah at the three major markets -- U.S.A., U.K. and Australia. In the domestic market too, it's a one-horse race. The collections are 70% +, while multiplexes are 90% +. What does it indicate?

It only indicates that we need to roll out the red carpet, blow the conch shells, beat the drums and pop champagne. It's time to celebrate!