Promotion of the sole notable release of the week, 'Ekk Deewana Tha', has been weird to say the least. Despite such a fabulous soundtrack in place, the film's promotion relied way too heavily on the 'Hosanna' controversy, something that was hardly of much help. Then surprisingly there has been an overdose of dare-bare pictures of model turned actress Amy Jackson which completely belies the mood of the film. Reason being that in 'Ekk Deewana Tha' her character is that of a homely girl who is clad from head to toe right through its duration. Hence such promotion may well be counter productive.
Moreover the entire talk of Prateik and Amy being in love, living with each other, and then settling down with 'We Are Just Good Friends' stance has been nothing more than yawn inducing and predictable. Now all of that is indeed disappointing for a film which, if the original Tamil starrer is to go by, boasts of a fabulous script and has much better tricks up its sleeves than such promotional strategy. However that very USP has been ignored which means for audience, there hasn't been much excitement created so far. Also, with Prateik's solo hero status already in limbo, expecting a good opening is seemingly far fetched.
All of this means that this Gautham Menon film would have to consider itself lucky if it manages to take anything better than a 30%-40% start. Yes, it has a definite potential of showing improvement over the weekend since the film is supposed to be carrying good reports. However for that the jump would have to be huge and weekdays would have to be consistent as well as it has just one week for itself. Since 'Jodi Breakers' and 'Tere Naal Love Ho Gaya' arrive together in the very next week, 'Ekk Deewana Tha' would have to earn screen space for itself.
Thankfully it won't have to worry about other films that are releasing alongside in the same week. With horror flick '?', romantic 'Say Yes To Love' and dramatic 'Married to America' being largely star-less affairs and not promoted either, they don't stand a chance at the box office.
'Ekk Deewana Tha' Trailer