Cinemas hope to cash in on mush factor

For years now, the dark environs of a movie theatre has been the favourite place for couples to go out on a date and have a good time. Not surprising then, that an occasion like Valentine's Day will see love-birds heading to the nearest multiplex.

“We are expecting a rise of almost 30 to 35 per cent in ticket sales today,” says Anand Vishal, vice-president of Marketing, Fun Cinemas. “February is a lean month for films otherwise. Something like Valentine's Day gives medium-budget romantic films a chance to rake in the moolah.”

Two such films, August Rush and  Enchanted, are being released on a Thursday instead of on the customary Friday.

“We are deliberately releasing August Rush on February 14 as we think it's the ideal film for audiences looking to watch something light and romantic. Last year, the film Music & Lyrics was released mid-week on V-day and did good business.

Besides, there's no other such film playing right now, and we expect a good turnout,” says Gaurav Verma, head of distribution, PVR Pictures, which is releasing the film all over India.

Fame Cinemas, on the other hand, are going ahead with last year's successful romantic comedy Jab We Met, which they believe will draw audiences. “Couples look for films which are couple-oriented, and something like a Jab We Met is an ideal choice,” says Abhishek Raina, head of Marketing at Fame Cinemas. The film seems to be the best bet among romantic films, with PVR screening the film too.
g_aniruddha@dnainda.net