Box office analysis

No, it just isn't working out for Yash Raj Films any more! At least not with the current crop of films coming out of the premier production house which may just loose it's shine if it's subsequent projects in the remainder of the year do not work! THODA PYAAR THODA MAGIC was looking dicey ever since it's first promo was unleashed. As days progressed, there was hardly any increment in craze for the film amongst the audience and the result was there for all to see with the film taking only around 50% opening, as predicted in the last week's columns.

So what went wrong with the opening of the film? Well, it was not the film per se but the downslide that YRF has been seeing ever since the beginning of last year. Except for CHAK DE INDIA and to some extent TA RA RUM PUM, nothing else has brought any commercial or critical acclaim for the production house. As a result of this, expectations from audience has reached such a low over the period of time that that the 'guaranteed opening' tag which YRF films used to bring along with them have gradually disappeared.