Agneepath has crossed the cherished Rs 100 crore figure and has set a new bench-mark for Sanjay Dutt. The movie is expected to sail past Rs 130 crore in the next few weeks. Ek Main Aur Ekk Tu (EMAET) has opened as predicted by us last week and will pick up some box-office revenue in the next weeks.
Tera Naal Love Ho Gaya (TNLHG) was originally scheduled to release yesterday but has been pushed forward by a week. It is now scheduled for a February 24 release. The rescheduling of TNLHG is not going to help the movie much since this week (February 17) does not have any strong release and hence would have picked up some audience for the film. Since, Jodi Breakers is slated to release on February 24, TNLHG will now have to split its audience with it. Jodi Breakers and TNLHG have almost the same FT numbers but Jodi Breakers has an edge.
Let us look at TNLHG and Jodi Breakers in some detail. The FT numbers show that TNLHG has a high Aided Recall (54. 4 per cent) but a low Spontaneous Awarenss (1. 8 per cent). Whereas Jodi Breakers, even though has an average Aided Recall (26. 5 per cent) has a substantially higher Spontaneous Recall (5. 4 per cent). On the ratio of SA/AR Jodi Breakers has a clear advantage. And when we look at DPS and DPSOWE, there is not much to choose between the two but on the ratio of DPSOWE/DPS, Jodi Breakers has an edge. Hence Jodi Breakers is expected to do better than TNLHG.
We have already discussed the expected audience profile and drivers of TNLHG in this column last week. The movie has no strong drivers except Genelia D’Souza. However, Jodi Breakers is on a stronger footing. The drivers of the movie are, Madhavan, Bipasha Basu and the story. Also it has a clear perceived genre. With the FT numbers as of date boths films hould do as expected by the trade.
Compared to the last week both movies have seen a drop in their FT numbers. This is primarily because of EMAET’s strong presence in media post its release. Hence, this week is quite crucial to both these movies and they will need to give one last push in the mass media and get the SA and DPSOWE up by another 5-10 points to make a reasonable impact on the box-office.
Agent Vinod continues to track well. Currently, I estimate its potential to be as good as Agneepath. Most of the agent movies were inspired by James Bond, when he relentlessly fought against SMERSH and SPECTRE agents. We have seen Jeetendra, Dharmendra and Rajesh Khanna doing the spy roles, not very convincingly, but delivered a few hits. Now that revived Bond movies have shown some appreciative audience in India, we should also see some actors portraying Indian secret service agent roles to set the cash registers ringing. The FT numbers show an extremely good build-up and traction for Agent Vinod and I am sure the trade will improve its expectations of the film in a couple of weeks.