Multiplex Box Office (Week Ending May 17 2012)

Kalalakalappu has been showing very good collections during the first week and has turned profitable for all investors within the first 2 weeks of release. It is unfortunate that Kalakalappu has impacted Vazhakku Enn's chances as family and young audience decided to go for lighter fare. OK OK is still bringing in good revenue for a movie in its 5th week comparable to that of recent releases.

Traditional media loses ability to influence BO outcome

Vazhakku Enn 18/9 was given the highest rating in Kumudam (5 out of 5), Vikatan (55/100) and Times of India (4.5 stars). The overwhelming media support for this highly acclaimed movie did not translate to BO revenues. Even though Vazhakku Enn is expected to break-even for distributors by making close to Rs. 5 Crores, the post-release promotional expenses of Rs. 2 Crores may be at risk for the producer (Lingusamy/ Thirupathi Brothers). 

Class or Mass Movie?

The recent trend for comedy movies working big at the box office brings up an important question among producers whether to make meaningful movies or go for frivolous entertainments. UTV Dhananjayan, Producer of Kalakalappu, posed the following question on his twitter to the same effect,

"An entertaining film attracts repeat viewing by audience while a class film gets only one time viewing & appreciation. Which is better to make?"