As expected, Ekk Deewana That' failed to take any substantial start at the box office. However an opening in the range of 10% was much lower than even the least occupancy one would have imagined for the film. Yes, the film didn't have much going in it's favour, as highlighted in this column. Whether it is the pull of the actors in the film, an overall promotional strategy or the lack of any buzz/hype before the release - things didn't seem rosy at all for this Prateik-Amy starrer. Still, the disastrous opening must have been heart stopping for all involved.
With barely 3 crores coming in the opening weekend and not much expected over the weekdays, the film has gone down at the box office. For director Gautham Menon, this is second disappointment in the world of Hindi films since 'Rehnna Hai Terre Dil Main' hadn't done too well either commercially. However the good part there was that over a period of time, the film managed to find a very regular viewing over satellite and home video. One just waits to see if the feat is repeated with 'Ekk Deewana Tha'.
What has further gone against the film is the fact that majority of critics have come down heavily on it as well. Yes, a few have given it a thumbs-up but by and large the response has ranged from below average to outright negative. Even word of mouth is mixed though for a select die hard romantics, the film has in it to mend broken hearts. However excessive length (it clocks close to two and a half hours) means that patience ran out for most.
Still, one has to admit that Prateik has shown major improvements over his last few efforts like 'My Friend Pinto' and 'Dum Maaro Dum'. Unfortunately though it would be a long walk for him from this point on if he has to create a position for him as a solo hero. On the other hand Amy can take solace from the fact that she has been appreciated much more than the likes of some other over hyped imports and has managed to come up with a confident act. Moreover her hood looks have anyways ensured that she has been noticed and is here to stay.
Other release of the week, '?', saw some good reviews coming it's way but that was the only solace. Zilch promotion means no one was even aware about the film's release and hence it went totally unnoticed at the box office with hardly any collections to talk about.
Ekk Deewana Tha Public Review