Auron Mein Kahan Dum Tha, starring Ajay Devgn and Tabu, was all set to release on July 5. Bollywood Hungama was the first one to report that it has been postponed and also that it’ll be released now on August 2. The decision was taken due to the strong performance of Kalki 2898 AD, which was released a week earlier, on June 28. More than two weeks are left for the release of the film, directed by Neeraj Pandey, and there’s an apprehension that enough noise from the film is not made among the audience. Earlier this week, Akshay Kumar-starrer Sarfira opened at just Rs. 2.50 crores and the trade and industry fear a repeat of it for Auron Mein Kahan Dum Tha.
Trade experts talk about the buzz for Ajay Devgn-Tabu starrer Auron Mein Kahan Dum Tha: “The buzz is low; the awareness is not too strong. It’s not the usual commercial film”
We spoke to trade experts to find out more on this aspect. All of them agreed that though the hype is very limited, the film can surprise due to its casting and association of Neeraj Pandey as the producer.
Trade veteran Taran Adarsh said, “Years ago, when Amitabh Bachchan was at the peak of his career, his films with Manmohan Desai or Prakash Mehra used to open with a bang. He used to also do Hrishikesh Mukherjee’s films. These films would have a decent opening. The price structure of these films was also different. And people knew ki iski opening aur front loaded films ki opening alag hogi. The same applies to Ajay Devgn’s Singham on one hand and a film like Auron Mein Kahan Dum Tha on the other.”
When asked about the opening, Taran Adarsh said, “It’s difficult to comment as of now. We’ll have and wait and watch to see how it unfolds. But yes, the buzz is low. Neeraj Pandey, however, has made some great films in the past.” He added, “You can make a good film. Woh aapke haath mein hai. Lekin box office aapke haath mein nahin hota.”
Trade analyst Atul Mohan also hopes that Auron Mein Kahan Dum Tha opens better, “Ajay Devgn’s track record is decent. He gave Drishyam 2 and Shaitaan in recent times. Also, Neeraj Pandey’s films have always been interesting be it A Wednesday, Special 26, Baby etc. Hence, I am sure that it’ll be something to watch out for.” He added, “The film is expected to have some interesting twists and turns. It’ll hopefully help the film get a great word of mouth and pull the audience to the cinemas.”
Girish Johar, producer and film business analyst confessed about a possible opening like Sarfira, “The fraternity fears that and we hope that doesn’t happen. Thankfully, the makers have three aces with them – Ajay Devgn, Tabu and Neeraj Pandey. I have hopes from Neeraj as he’s a fantastic director. We hope it turns the tide from Friday evening onwards.”
He agreed with Taran Adarsh, “It’s not the usual commercial film. It’s a different Ajay Devgn in it; not the one audience sees in films like Singham.”
Distributor and exhibitor Raj Bansal said that shifting Auron Mein Kahan Dum Tha’s release date “was an intelligent move as a producer.” He also said, “It should open much better than Sarfira. Still, it would be one of the poorest openings for an Ajay Devgn film. There’s just no buzz.” In recent times, the two films of Ajay Devgn which had a below-par opening were Maidaan (Rs. 5 crores) and Runway 34 (Rs. 3 crores).
Increase awareness, says trade
The trade experts collectively also requested the makers to generate buzz for the love saga. Taran Adarsh explained, “I hope they do because the awareness is not too strong. And awareness is very important for any film.”
Atul Mohan explained, “They can do a lot. They can release assets or do some on-ground promotional activities. After all, Ajay Devgn is a big star. I am sure they have plans. Itni badi picture bana ke koi chup chaap baitega nahin. They have a lot at stake. So, I guess they have planned something for the last 10 days of release to enhance the hype.”
Girish Johar said, “Yes, they must do something to excite. Maybe, they are taking a leaf out of Kalki 2898 AD strategy. They are probably under-promoting the film and letting the content do the talking.”
Also Read: Ajay Devgn confirms release date of Auron Mein Kahan Dum Tha on August 2
More Pages: Auron Mein Kahan Dum Tha Box Office Collection
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