Chennai Express all set to create new record for Paid
Previews
While one waits to
see if the Rs. 202 crore total of Aamir Khan's 3 Idiots would be
threatened by Shah Rukh Khan's Chennai Express, it is pretty much
expected in the trade that at least one record held by Ace Khan is set to be
broken. This evening UTV is all set to bring the Rohit Shetty directed affair
on a record number of prints, hence giving it the hugest Paid Preview release ever
in the history of Bollywood.
This also means
that 3 Idiots record of approx Rs. 2.5 crore, which it had earned a
night before its full-fledged release, is all set to be broken.
"While
typically Paid Previews arrive at 3 or 4 shows on a Thursday night, it is at
least triple or more for Chennai Express. It is a huge exception that
has been made since Shah Rukh Khan is looking at making the best use of the
platform that is available for it. All major multiplex chains are screening
10-12 shows from Thursday evening itself and a huge inflow of moolah is expected,"
confirms a source.
While 3 Idiots
stays on to be a record holder, recently Bhaag Milkha Bhaag too made a
heady kick-start by accumulating more than Rs. 1 crore in Paid Previews. Prior
to it some of the other notable films that have managed to strike a fortune a
night before official release are Ghajini, Singh Is Kinng, Rock On and
last year's Jism 2. Incidentally, the film that started it all was Shah
Rukh's Don which had seen a modest, yet notable, Paid Preview release
for itself.
Now the least that
Chennai Express is expected to gather on Thursday is Rs. 5 crores, which
would be double of what 3 Idiots had scored. However, few in the trade
are pegging the number to be much higher.
"It makes sense
though for him to arrive big this Thursday since Friday is a Eid holiday,"
comments leading distributor Girish Johar, "For families it becomes all
the more easy to plan for a Thursday night show as they don't have to worry
about Friday being a working day. Chennai Express is following a right
strategy to make good amount of money from Thursday itself."
Given the fact
that majority of footfalls are anyways from evening onwards for any regular
release, the fact that the party begins earlier for Shah Rukh Khan makes a
statement around his confidence in the product.
"Of course
there is always fear of something like this backfiring," comments an
exhibitor on the condition of anonymity, "If a film is rejected on
Thursday itself, especially in the world of social networking where audience is
the biggest critic today, it is tough for a film to stand back on its feet.
This had happened with Kites which was marred by poor word of mouth
before its full fledged release. However, considering the fact that Shah Rukh
has been in the business for long, he must have taken a well calculated risk
here."
However, the
general mood in the industry is jubilant, what with talks of many records in
the offering.
"I won't
comment on which film's record would be broken but I can confidently say that Chennai
Express is going to create many records for sure, starting with Paid
Previews," says Girish Wankhade, Head Marketing, Cinemax and PVR (West),
in a tongue-in-cheek tone.
"We are glad
to screen 10-12 shows on Thursday itself for two reasons. First and foremost
the buzz is very high and it makes sense to capitalize on that. Secondly, there
is no other blockbuster in the running that can't be moved. If we have slots
available and we can bring a much awaited film like Chennai Express on
Thursday evening itself, why won't we do that", he adds, "From Friday
onwards there would be an average of 20 shows at all our major
properties."
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