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KYAA SUPER KOOL HAIN HUM fails to storm weekend box-office
July 30, 2012 12:39:44 PM IST By Rajesh Kumar Singh, Glamsham Editorial
This may not be to the liking of Ekta Kapoor and countless other filmmakers including Anurag Kashyap who have been relying heavily on double meaning below-the-belt 'keh ke loonga' and 'macho de' humor to make an easy kill at the box-office by luring the super cool dudes of youngistan. In spite of the saturation marketing, promotion and distribution of their films, the audience response to them is rarely as overwhelming as expected. These filmmakers still go ahead and throw lavish parties to promote the myth of the box-office success of their films for branding purposes and for the consumption of investors, media, bankers, and ill-informed public.
If they believed that 'low budget films supported by mega-buck marketing and paid publicity' is the mantra of sure-shot box-office success, their calculations have been going awry. Just the pan-India marketing budget of some of these films is in the range of 15-20 crores. And they prove to be nothing more than 'weekend wonders'. KYAA SUPER KOOL HAIN HUM has collected around Rs.20 crores at the weekend box office. The film is expected to have a net theatrical collection of Rs.30 crores in its first week. This can barely meet its marketing budget in the final analysis. Its survival in the second week is extremely doubtful as exhibitors are looking forward to the unveiling of Sunny Leone's JISM 2.