Not many theatre-owners and filmy journalists in the know are amused at the press-meet hosted last week by the cast and crew of ‘Deiva Thirumagal’. It was given to understand that the press meet was to mark the ‘success’ of the film at the box-office. Informed journalists and theatre-owners, however, believe that the reality is something else.
Their grouse is that while it is the right of each and every filmmaker to expect their film(s) to do well at the box-office, when it doesn’t do as well as expected, the makers should at least take the no-show in their stride. Instead of keeping mum, organizing a ‘fake’ celebration claiming that the film is a success is totally unacceptable, they say.
The film, sold to the distributors for Rs.16 crores by Mohan Natarajan, took Rs.2 crores more for its publicity and release. Had it been a successful venture, it should have recovered the cost of Rs.18 crores by now. Trade circles paint a grim picture on this count. The film, critically acclaimed by the media and the public, was about to witness huge box-office collections when ‘Kanchana’ was released.
The horror film, Kanchana, sequel to Lawrence’s earlier film ‘Muni’, has been running to packed houses at all the centres and has been liked by all age groups: rights from kids to the aged. According to trade circles, the Devi Karumari theatre in Chennai, which collected a mere Rs.5.5 lakhs in three weeks while screening ‘Deiva Thirumagal’, has collected Rs.4.5 crores in just one week after screening ‘Kanchana’!
Considering how the film is doing in other centres, by a rough estimate, it is said that ‘Deiva Thirumagal’ might end up as a losing preposition at the box-office and the loss is estimated at Rs.7.5 crores!