Divided opinion

While some trade pundits feel that the film will not break even others are more upbeat about the fate of Don 2.

It’s been four days since SRK starrer Don 2 released and while the producers and distributors of the movie are optimistic about making money, the trade is skeptical. A section maintains that the drop on Monday wasn’t as bad as it normally is; another section feels the numbers are just not good enough.
Veteran trade analyst Amod Mehra points out that the Farhan Akhtar directed movie hasn’t been appreciated. “The collections on Saturday were lesser. That’s a bad sign. Sunday should have
seen a huge jump, but that wasn’t the case. The numbers are decent. While this Monday has been better than other Mondays, it’s a tall order for the film to make R 110 crore,” he says,
admitting that, at most, the film will break even. “But again, that’s not good enough.”
Trade sources peg the three-day numbers at about Rs 44 crore, while Reliance, which is distributing the film, maintains earning R 48.5 crore, including R 1.5 crore from the Tamil and Telugu dubbed versions. It is learnt that the Anil Ambani owned entertainment company acquired Don 2 from Excel Entertaiment for R 80 odd crore. “Add to that about R 10 crore for conversion to 3D and R 18 crore on print and advertising, which sums up the cost of R 108 crore to Reliance,” reveals a trade source on condition of anonymity.
Delhi-based distributor, Sanjay Ghai of Mukta Arts Ltd too is optimistic about Don 2 making money. “No other film releasing this Friday and the ongoing Christmas vacations should benefit
the movie. Going by the collections of the first three days, I think total theatrical numbers will touch R 100 crore,” he points out.

However, a Central India based distributor, who didn’t wish to be named, argued that Reliance will break even on the basis of the R 36 crore they earned from satellite rights and R 10 crore from music. “It’s particularly bad in single screens, which is important for a film to become a hit. Making profit on the movie seems impossible at this point in time,” he said.
Sharing his opinion is the Mumbai-based head honcho of a multiplex chain. Declining to be named, he pointed out that Tuesday’s numbers would be even lower. “The weekend numbers are below expectations,” he observes. “Thanks to satellite and music rights, Reliance might break even. But making money on Don 2, to borrow from the words of the protagonist, ‘mushkil hi nahin, naamumkin lagta hai’,” he concludes.