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 Till about last week it had seemed that 'We Are Family' may just
about manage some stay in theaters at limited shows at least due to it's
family appeal. Yes, there was bound to be a dent coming in due to
'Dabangg' but there were hopes that this Karan Johar production may
manage to hold on. However, this didn't quite happen as a decline was
visible once the extended weekend of four days (including Janamashtami
holiday) came to an end.
From this point on, the film just about managed to hang on to its
life but the collections were not the kind that would have made many
hopeful of any longer inning ahead. 'We Are Family' ended its first week
with just a little over 18 crores which isn't quite a total that would
have pleased its makers. After all 'Lafangey Parindey' with a much
lesser star cast and promotional drive too had managed 17 crores in its
first week while 'We Are Family' saw just a shade more despite being in
theaters for an extended week of eight days.
The film has been totally overshadowed by 'Dabangg' in its second
week and it is almost over and out for this Kareena Kapoor, Kajol and
Arjun Rampal starrer at theaters. It won't be surprising if the DVD
release and satellite premier of this Siddharth Malhotra directed film
takes place sooner than later. Overall, the film is an investment
success due to revenue coming from satellite rights, home video and
music rights but theatrically, it has barely managed an average
business.
As for 'Mallika' and 'Emotional Atyachar', there were absolutely no
takers. In fact the former didn't see any eyeballs coming it's way
whatsoever despite the liberal skin show put on display by it's leading
lady Sheena Nayyar. Though it is a known fact that horror films do
recover money from smaller centres, 'Mallika' hasn't quite benefited
with audience in these centres too waiting for a week to grab their
share of entertainment with 'Dabangg.
On the other hand 'Emotional Atyachar' could have been a good
multiplex success had it been promoted well. However, with nothing
except for a handful of reviews helping it's cause, this Ranvir Shorey,
Vinay Pathak and Kalki had died a silent death. Both 'Emotional
Atyachar' as well as 'Mallika' have turned out to be box office
debacles.
Joginder Tuteja / Sampurn Wire
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