Box Office – Katti Batti to depend on word of mouth

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kattibattiThis week’s major release is Katti Batti and the film is expected to take a decent opening at the Box Office. With the subject in hand, its lead female protagonist (Kangna Ranaut) and also her first time pairing with Imran Khan, the hype could have been really good. However, despite its promotion beginning three months in advance, the buzz is decent to good while visibility is fine. It would have just helped further had the excitement been all time high.

One could also attribute this to the fact that major chunk of interview-based promotion so far has been centered on the actors’ personal life than the film in itself, which is a recent (scary) trend building up of late. Promotion for a film is ideally expected to ‘promote a film’ instead of ‘promoting a star’. However, this is what’s happening today, which is resulting in the actual content in the offering getting relegated somewhere in the background.

Nonetheless, coming to the Box Office prospects of the film, Katti Batti – basically a city centric film – should take an opening in the range of 30%-40% and then see progress on the basis of word of mouth. Though there is a plethora of releases next week, the film can still survive well for two weeks if the content is superb, until biggie Singh Is Blinng and the powerful Talvar release on 2nd October.

Another release of the week is Meeruthiya Gangsters and the first milestone for the ensemble film would be to see an all-India release. Though the film has been promoted reasonably well, it would struggle to find an audience for itself, except for the U.P. belt up North.

Joginder Tuteja tweets @tutejajoginder

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