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SWADES is just a slow starter, not a failure, say its distributors

By Manisha Deshpande

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Download Swades WallpapersThe lukewarm opening response for SWADES, hasn't dampened the spirits of its Mumbai distributors, U.T.V., who are hoping that the business of the film will pick up in the next few days. "There are many films that take off on a slow note and pick up subsequently, which is what happened in the case of both BAGHBAN and MUNNABHAI M.B.B.S.. Probably, SWADES is also one of them," says Sanjeev Mehta, Vice-President, U.T.V. Pictures.

According to Mehta, the fact that SWADES is not a typical SRK film with commercial elements galore, could also have led to the film being a slow starter. "The audiences co-relate SRK starrers with massive sets, big troops of dancers and lavish shootings. Nevertheless we were expecting it to appeal to the masses due to its grass-root identity, which it doesn't seem to have for some reason," adds Mehta.

He dismisses off the contention that the 3.15 minutes length of the film is a deterrent. "There is lately a trend where the audience is not comfortable with the idea of watching a film for more than three hours but there have been recently released film of 3.45 minutes duration which have gone very well. We have decided to give the film a minimum period of 8-10 days before we can form an opinion about its business prospects," he deliberates.

Isn't he apprehensive that the many releases coming up next week (December 24) will create a dent in the film's business? "The only other film which is likely to make a difference is A.T.H.W.S. but films with a war background are not known to take a great opening. We don't see much cause for worry," he quips.


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