October 26, 2010 05:53:49 PM IST Glamsham Editorial
Despite a vicious reaction from critics and traditional media outlets, the long-awaited Mallika Sherawat-starrer HISSS had an incredible 6 crore-plus opening weekend from its Hindi version alone, making it a commercial success and a hit with distributors. The film also beat its bigger-budgeted and better-advertised male star-driven competitors (RGV's RAKHT CHARITRA with Vivek Oberoi and JHOOTHA HI SAHI with John Abraham).
Reaction to the film among Mallika fans and the youth audience has been extremely positive, and excited online chatter including social media site has proven a counter-balance to industry sites and publications. Mallika was quoted as saying, "My fans seem to like it, the younger generation seems to 'get it' more, and that's what's important. We knew the film would cause uproar, something needed to shake up Bollywood."
The success of HISSS especially on single screens would seem to further solidify the bombshell's star status with the masses. Without even a traditional music launch, film event launch or premiere, HISSS still got the much-coveted opening that eludes most Bollywood fare, and many credit Miss Sherawat's pull among younger audiences, making her a female star on par with males when it comes to opening a film.
"Films for the younger generation like the west's PARANORMAL ACTIVITY and JACKASS always get negative reviews and bad reactions from industry critics, but the box office is king. HISSS is a pioneering first-of-its-kind film in Bollywood, so its expected to take all the slings, arrows and bullets from more established and entrenched industry types", was the comment by producer Vikram Singh.
When asked to respond to director Jennifer Lynch's distancing herself from the film after negative critical reports, Miss Sherawat coyly stated, "Her timing reveals everything. We're happy to take the credit for its success. The real story has yet to come out."