The decision to let multiplexs screen the movie round-the-clock has been welcomed by some, but others are not so sure it would yield a productive atmosphere.
Trade guru Taran Adarsh feels that round-the-clock screenings will generate big box-office returns. “From a business point of view, round-the-clock shows for an event film will only result in massive numbers. In the South, we hear of early shows running to packed houses, but it’s restricted to a few stars there. The fact that it’s happening for a Hollywood movie indicates that the hype is unparalleled. If it works here, I am sure it will soon become a practice whenever an event film releases.”
Disagreeing with Taran Adarsh, trade analyst Amod Mehra says, “This will set a bad trend and could snowball into a law-and-order issue. All films are not hits. If say, Kalank was similarly released and the film bombed, the losses would not only magnify but also reduce the shelf life of the film further.” On the other hand, trade expert Girish Johar feels upbeat about the move. “It’s really fabulous. The craze for Avengers is unprecedented at the box-office and it’s going to be mayhem globally. New records will be set,” he says.
Box-office analyst Atul Mohan says he is also excited about the round-the-clock screenings. “The round-the-clock concept is very exciting and would be lapped up instantly. Who would like to miss being part of this once-in-a-lifetime experience? As per trends, we see even the 3 am show full. But this applies only to huge film likes Avengers. Those who missed out getting tickets have an exciting chance here and those who have already booked their tickets would definitely look forward to this experience,” says Mohan.