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No publicity, no hit

Two weeks ago, I had mentioned in this column that it was not right to release Krodh in such a tearing hurry, without giving it proper publicity. But the film's producer and distributors decided to take the risk, since the opening week had two additional holidays (Bakri-Idd and Holi).

But the initial the film commanded was far from satisfactory, obviously because people weren't even aware of the film's release. It opened on Friday to just a 60-70 per cent initial, despite the Idd holiday. Although Sunil Shetty is no hot star today, the least the film should have opened to was a 90 per cent house.

The importance of proper pre-publicity cannot be underestimated. Today's audience makes up its mind about whether or not it wants to see a film by watching and analysing the promotional trailers on television, among other things. But even Krodh's television publicity was quite low-key.

Besides, Tips released Krodh's music barely three weeks before the film's release. Two months is normally considered a safe period within which a film's music can grow. If the music is of the kind that takes more time to penetrate into the audience's minds, even three months may not be enough.

Subhash Ghai had committed a similar mistake with Pardes. The film was released in 1997 without giving the music enough time to soar to the heights it was capable of scaling. Result: the film opened to a cold response. Though the film did pick up gradually, the initial business and word-of-mouth talk that is associated with a house-full opening was lost forever.

To an extent, it does seem like Ghai's Taal was also released in a hurry. Which could explain why it did not open to bumper houses like his earlier films. Taal's music grew after the film's release and went on to top the charts for months together. Call it over-confidence or underestimation of the power of publicity, but the victim is always the film, its producer and distributors.

Dull openings

And it was not just Krodh; all the releases this week were grossly underpublicised! K C Bokadia's Sultaan can excuse itself in that it is a Mithun-starrer, so it may not be worthwhile to spend too much on Mithun flicks when we have 20 of them coming in one year.

Raj Babbar's home production, Shaheed Uddham Singh was the other underpublicised release of the week. Vijay Kondke's Le Chal Apne Sang, coming as it does after the maker's Marathi blockbuster, Maherchi Saadi, also seems to have been released rather secretively!

Even the Hollywood film, Bats, released in both in the original and in its Hindi dubbed version, has come without the usual quota of promotion associated with foreign films.

Dull to ordinary openings are another common feature of this week's releases. In a city like Jaipur, Krodh registered only 40 per cent collections on day one, while Sultaan had an initial of 26 per cent only.

No takers for Govinda

Govinda's popularity is on the wane. Though he generally scores in Bihar, West Bengal has never been his stronghold. So much so that his latest, Hadh Kar Di Aapne, is still unsold in West Bengal. With just three weeks to go for the film's release, the producers have to identify and finalise a distributor fast!

Three shows or four, that is the question

The Bombay distributor of Dulhan Hum Le Jayenge is keen to screen the film only in three shows daily. The noon show is generally considered weak because ladies generally don't frequent cinema halls during this show.

While all cinemas obliged the distributor, albeit grudgingly, the manager of Gaiety cinema at Bandra (in Bombay) refused to book the film for three shows. It must be either four shows as usual or none at all, he said.

The manager asked the distributor one simple question, "Tomorrow, if I ask you to screen your film in five shows daily, would you agree? Today, because there are not too many films due for release, it is a distributor's market. Tomorrow, when there will be more films than can be easily accommodated in theatres, it will be an exhibitor's market!"

Multiplex mania

So many people are planning multiplexes in Bombay that one wonders how many of the projects will really take off! Even if they do, where will the software to feed all the cinemas, new and old, come from? Over the years, the number of films produced each year has declined. The amount of time that each film runs for is also reducing steadily. Which is why those seriously contemplating cineplexes need to do some more market research before investing crores in the construction of new cinemas.

Kader Khan, on stage!

Kader Khan was a stage actor for many years. But his busy schedule in the film industry didn't leave the actor much time to pursue his initial love. Now, after a long gap of 15 years, Khan will once again appear on stage on March 26. And he will act in two stage plays on the same day. Both Badi Der Ki Meherbaan Aate Aate and Local Train are directed by his son, Sarfaraz.

Not worthy of tax exemption?

It is strange why a film like Shaheed Uddham Singh is not granted tax-exemption, considering it is an authentic account of the freedom fighter's life. Even the Punjab government, which generally exempts good Punjabi films from entertainment tax, hasn't exempted this one.

The Hindi version of Shaheed Uddham Singh (the original is in Punjabi and even the Hindi one has Punjabi dialogues in good measure) needs the encouragement that can be provided by tax exemption.

Tax exemption, in India, is a state subject. But for purposeful films like Shaheed Uddham Singh, a blanket tax exemption by the central government would surely not be out of place.

A look at the week

**Ratings based on box office collections and cost of the film**

Rating	Film	Production House	Verdict	Position Last Week	No Of Weeks Since Release
1	Kaho Naa... Pyaar Hai	Film Kraft	Superhit	1	10
2	Krodh	Ashok Honda Productions	Average	New	1
3	Badal	Aftab Music Industries	Average (Above average in North, Bihar)	2	6
4	Sultaan	Sangeeta Pictures	Losing	New	1
5	Pukar (Tax-free in some states)	S K Films Enterprises	Average (Above average in Bombay, South, C P Berar due to tax exemption)	3	7
6	Qayamat	Columbia Tristar	Average	New	1
7	Jaanwar	Shree Krishna Intl	Above average	4	13
8	Khauff	Chirag Arts	Flop	6	3
9	Hum Saath-Saath Hain	Rajshri	Hit	8	20
10	Phir Bhi Dil Hai Hindustani	Dreamz Unlimited	Loser (Average in Bombay)	9	9

Komal Nahta edits the popular trade magazine, Film Information.

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