Movies

Lukewarm response for IPL matches in theatres

MUMBAI: Besides last week‘s releases of Right Yaa Wrong, Hide & Seek and Na Ghar Ke Na Ghaat Ke, it was the screening of IPL matches in select single-screens and multiplexes that was catching attention.


IPL is being screened at Inox, PVR and Big Cinema, amongst others. The multiplexes are using cheerleaders in the hall, celebrity visits and stalls offering a variety of cuisines.


Till Sunday, the multiplexes could not pull in the expected crowd. Says Cinemax vice president Devang Sampat, "The response is not that encouraging, may be because the league is in its initial days. I‘m sure, as the tournament progresses, crowds will start coming in big numbers."


Despite all these marketing tactics, the ‘not-so-good‘ seems a little discouraging.
Avers trade analyst Taran Adarsh, "Cricket has always been a strong opponent and I foresee movie business taking a backseat during evening and night shows, during the tournament. The period is also not conducive, since school and college examinations are underway and not just kids, their parents too prefer staying indoors."


Meanwhile, the opening of the three films that was released last week was poor. Though the reports of Right Yaa Wrong and Na Ghar Ke Na Ghaat Ke have been good, footfalls to theatres receded because of two reasons. One, the films were not promoted properly and second, people were glued to their TV sets and didn‘t want to venture to the theatres.


This week will see the release of films like Love Sex aur Dhoka, Lahore, Shaapit and Idiot Box.

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