Ajay Devgn’s Bholaa has underperformed, but with another holiday coming up, there’s still hope – Times of India

Ramzan, IPL and ennui have drastically diminished the box office prospects of Ajay Devgn’s Bholaa. To this bleak scenario we can add counter-intuitive marketing by the film’s team. And we have the reason for the film’s poor showing.
To begin with, why was Bholaa released on Rama Navami when traditionally people do not spend time in movie theatres on this festival?

The opening numbers were far from what is expected from an Ajay Devgn film. By the second day, Bholaa had only collected around Rs 16 crores which was not expected from a film of this size and budget. Bholaa was coming right after Drishyam 2, one of Ajay Devgn’s biggest hits and the expectations were quite high.

Apart from a sense of deja vu, Bhola suffered due to inept and misguided marketing. The film’s marketing team, in all its wisdom, had decided to keep the publicity and promotion “lowkey” and “subdued”.

A source close to the production confides, “We personally felt the marketing of Bholaa was all wrong. But since the movie’s team was taking all the decisions we decided to keep quiet.”

Hopefully the damage done to Bholaa on release can be repaired in the coming days. There is a national holiday on Tuesday and the film stands to gain from it. Let’s hope for the best.