Recall the by-now-legendary dialogue delivered by Vidya Balan in THE DIRTY PICTURE: ‘Filmein sirf teen cheezo ki wajah se chalti hain — Entertainment, Entertainment, Entertainment’. Two weeks ago, KICK, a film loaded with entertainment, stormed the box-office. However, ENTERTAINMENT, which lives up to its title and should’ve also embarked on an impressive start at the ticket window, has met with an ordinary response in the domestic market.
ENTERTAINMENT did start well in several circuits [the response was below the mark in some circuits as well] and like it happens with most films these days, the business witnessed decent growth during the evening and night shows on Day 1. Since the word of mouth is positive, the biz on Saturday and Sunday witnessed an upward trend, but when you compare its numbers with Akshay’s last release, HOLIDAY – A SOLDIER IS NEVER OFF DUTY, the weekend biz of ENTERTAINMENT is pretty low.
Why didn’t the positive word of mouth translate into terrific weekend business? The buzz was just right, the songs were popular, the promotion was wonderful, there wasn’t any opponent to cut into its biz… but box-office can be so unpredictable!
Unlike KICK, which enjoyed an open run for two weeks, ENTERTAINMENT gets only a one-week window to amass a fat total, since the much-awaited SINGHAM RETURNS arrives next Friday and will curtail its prospects to a large extent.
As for KICK, which is now into its third week, its business did witness a slowdown on Friday, but zoomed Northwards on Saturday and Sunday. All eyes are on the lifetime business of KICK and whether it will surpass the lifetime business of CHENNAI EXPRESS, which released during Eid last year. It’s a wait and watch situation right now!