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Sunny factor brings in moolah for 'Jism 2'

IndiaGlitz [Monday, August 06, 2012]

Trade as well as industry in general was caught by surprise with 'Jism 2' opening much better than what was predicted.

While it had seemed that the collections would range between 40%-60% depending upon centres, the craze around checking out Sunny Leone meant that occupancy was in upwards of 60% during the opening shows with quite a few centres registering houseful collections by the time evening set in.

It was clear - there were many out there who were curious to have a dekko at the film and the brand value helped too.

Even though the euphoria settled down after Friday shows were concluded, the film had already made huge moolah with as astonishing 7.5 crores coming on the opening day.

Add to that one crore which had come the previous day from paid previews and the film was already sitting pretty on 8.5 crores.

Expectedly though, the film showed a massive fall (around 30%-40%) on Saturday and this was due to two reasons.

First and foremost the film had seen its saturation point being reached on Friday which means it would have been near impossible for it to show similar collections on the next day too.

Moreover, not just were majority of reviews negative, even the word of mouth was tilted more towards bad to average. Though critical appreciation or rejection hardly matters for a film belonging to this genre, audience verdict was important.

That hasn't really been in the favour of this film which means there would be struggle from this point on.

Commercially though, the job has been done for the film. When it was expected that the film would at best collect 12 crores over the weekend, that number was reached by close of Saturday itself.

The film is now sitting pretty on a 20 crore base after a good Sunday, which is simply huge for a product that has been made on a very low cost.

This also goes on to show that right costing, brand quotient as well as smart marketing with some element of curiosity attached to a product can aid a film arriving into a safety zone sooner than later.

Meanwhile other two releases of the week, 'Krishna aur Kans' and 'Yeh Jo Mohabbat Hai', opened to empty houses in whichever centres they were released.

With collections reading in thousands, even the print and publicity cost won't be recovered for these films.

In that aspect 'From Sydney With Love played' it's cards smartly and postponed it's arrival instead of getting sandwiched in a horde.

Watch Public Review:Jism 2

Saif and Dinesh have bigger plans for their partnership

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