Marketing pays: Reason why Chennai Express beat Once Upon Ay Time In Mumbai Dobaara

Sep 15 2013, 20:42 IST
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Overall, Once Upon a time in Mumbaai Dobara is a surprisingly bland outing by Pritam. Overall, Once Upon a time in Mumbaai Dobara is a surprisingly bland outing by Pritam.
SummaryChennai Express had chugged to Rs. 100 cr even before the week was up all thanks to SRK's marketing skills.

Chennai Express vs Once Upon Ay Time In Mumbai Dobaara: The increasingly competitive scenario where reaching the multi-crore finish line within a short span is a films most significant virtue, the combo deal of paid previews, aggressive star promotions and a hike in ticket prices is turning out to be the best bet for film-makers

Watching films a couple of days before it is officially out in the public domain, is one of the privileges that members of the fourth estate enjoy. And without tickets too! So it was with great enthusiasm that yours truly caught both Chennai Express (CE) and Once Upon Ay Time in Mumbai Dobaara (OUATIMD) at one of these screenings and though both were poles apart, I enjoyed them both.

However, scribes were not the only ones to enjoy the out-of-turn screenings. This Eid and Independence day, Bollywood extended this privilege to the masses as well, albeit for a premium price. In the film industry where films are guarded as zealously as national secrets till the Friday dekko, paid previews are increasingly becoming the norm especially for big, tent-pole projects by the studios. Quite like the special shows, press previews and so on organised by producers, paid previews are held a little earlier than the Friday releases and the tickets, therefore come at a steep price. And to sweeten the pot further, plexes even rope in stars to make a short appearance before the audience. So, if you were wondering about SRK being present at malls and plexes across cities all through the weekend, it was to ensure that his film netted high numbers. And it did.

Chennai Express was a laugh riot (expected from Rohit Shetty who has made quite a name for himself with family laughathons) for most part with glimpses of the famed SRK humour, a significant part of it directed at himself. And, predictably got off to a good start. Deepika Padukone, the leading lady of the film was in great form too, carrying off the role with much aplomb! Enough has been said about merits of the film, but what the stats associated with CE (Rs.150 crore plus revenues) suggest is that in the movie business, SRK, humour and paid previews seldom go out of fashion!

As for the gangster flick Once Upon Ay Time In Mumbaai Dobaara Akshay Kumar, as Shoaib was impressive, and Imran endearing. The film reportedly takes quite a

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