Movies

Jab We Met back with a vengeance

MUMBAI: Though Jab We Met was well-received it got the short end of the stick. It was the case of the sharks devouring the smaller fish when the two biggest films of our times bulldozed their way for a Diwali release. This rang the death knell for Jab We Met. Reduced to just two shows the film has now got sweet revenge by pushing its way back into business.

The poor performance of Saawariya in the opening of the current week has forced multiplexes to increase the number of shows of Jab We Met.


"JWM did well because it is a very good film and as there hasn‘t been a decent love story in a long time -only comedies and tragedies (pun intended) like Saawariya," explains trade analyst Amod Mehra on the reason behind Jab We Met‘s bull run. "The chemistry of the lead couple was very good in the film and both Shahid and Kareena were excellent. I also think the Punjabi flavour of the film worked in its favour," he surmises.


Saawariya did very good business in the opening week but could not sustain itself at the beginning of this week. Box office collections dropped and the multiplexes were compelled to do some damage control. They increased the number of shows of Jab We Met which had been edged out by the two major Diwali releases.


Mehra explains," Jab We Met was doing well and had to go out because of the onslaught of Saawariya and OSO. This killed the film. It‘s all to do with the multiplex culture. Now as an apology they have brought it back. As people are still keen on seeing it this decision will help the film."


"We have increased the number of shows from two to four in multiplexes," says Parag Desai, Media consultant to Ashtavinayak, the distributors of Jab We Met.


In the modern day fight between David and Goliath, the small guy has won and how.

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