‘We Are Family’ Run Comes to a Premature End

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September 13, 2010 (Sampurn Wire): Till about last week it had seemed that ‘We Are Family’ may just about manage some stay in theaters at limited shows at least due to it’s family appeal. Yes, there was bound to be a dent coming in due to ‘Dabangg’ but there were hopes that this Karan Johar production may manage to hold on. However, this didn’t quite happen as a decline was visible once the extended weekend of four days (including Janamashtami holiday) came to an end.

From this point on, the film just about managed to hang on to its life but the collections were not the kind that would have made many hopeful of any longer inning ahead. ‘We Are Family’ ended its first week with just a little over 18 crores which isn’t quite a total that would have pleased its makers. After all ‘Lafangey Parindey’ with a much lesser star cast and promotional drive too had managed 17 crores in its first week while ‘We Are Family’ saw just a shade more despite being in theaters for an extended week of eight days.

The film has been totally overshadowed by ‘Dabangg’ in its second week and it is almost over and out for this Kareena Kapoor, Kajol and Arjun Rampal starrer at theaters. It won’t be surprising if the DVD release and satellite premier of this Siddharth Malhotra directed film takes place sooner than later. Overall, the film is an investment success due to revenue coming from satellite rights, home video and music rights but theatrically, it has barely managed an average business.

As for ‘Mallika’ and ‘Emotional Atyachar’, there were absolutely no takers. In fact the former didn’t see any eyeballs coming it’s way whatsoever despite the liberal skin show put on display by it’s leading lady Sheena Nayyar. Though it is a known fact that horror films do recover money from smaller centres, ‘Mallika’ hasn’t quite benefited with audience in these centres too waiting for a week to grab their share of entertainment with ‘Dabangg.

On the other hand ‘Emotional Atyachar’ could have been a good multiplex success had it been promoted well. However, with nothing except for a handful of reviews helping it’s cause, this Ranvir Shorey, Vinay Pathak and Kalki had died a silent death. Both ‘Emotional Atyachar’ as well as ‘Mallika’ have turned out to be box office debacles.

– Joginder Tuteja / Sampurn Wire