The year has not been an impressive one with box office collections down 8% in the first half of 2014 compared to the corresponding period in 2013 but that first event film releasing for the holiday period is here in the form of Kick and expectations are humongous with talk of opening records and challenging Dhoom 3 lifetime.
The film is that big grand action film with a superstar which appeals across the board but eventually it is pre-eid and a film can only do what the period allows it to do. The makers probably had a tough decision as to whether come on Friday as it is coming now or Tuesday (Eid) when it probably would have set an opening day record.
It is probably better coming on the Friday as it is a fourteen day window rather than that ten day window it would have got if it came on Tuesday. The advantage for a Tuesday release would have been momentum gathered right from day one but its unlikely it would have covered all of Fri-Mon business that it missed with a Tuesday release.
A challenge to Dhoom 3 lifetime is hard as that film had 21 days till two films released which had potential to find an audience and give it competition. Kick only has fourteen days and four of them will see some of the audience staying away. It is hard to say how much it will be affected by pre eid but a Krrish 3 released pre-diwali managed less than 19 crore nett on day one. In that period many Hindu's stay away from the theatres and with pre-eid its the Muslim population that stays away.
There is a lot of talk of opening records but its an unlikely scenario as it would a huge shock if pre eid does not affect Kick. There was a case of Ek Tha Tiger (2012) which released pre eid to set a record but that was on a big national holiday where business improves by 60%. The next day saw Ek Tha Tiger fall below 15 crore nett which was a normal day though obviously business has gone up since then. Realistically a first day above 20 crore will be very good and if goes towards 25 crore or higher then it would be extraordinary.
The record which Kick can aim for is the most days over 20 crore nett. So far films like Chennai Express and Ek tha Tiger have gone over 20 crore nett on three days while Dhoom 3 went over 20 crore nett on five occasions. Kick should beat Chennai Express and Ek Tha Tiger on this count and challenge Dhoom 3 as it will put big first week with weekdays putting up huge numbers.
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