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Jan 29, 2014 at 01:55pm IST

'Jai Ho' fails to make gazillion rupees, is this the end of the world?

New Delhi: This is unbelievable. Something that most of the trade pundits wouldn't have accepted just six days ago. Is the charisma fading or is it just the beginning of a new era when the audience will see a new, improved Salman Khan! The initial collections of 'Jai Ho' are not matching up to the expectations though it still is much above than usual films.

As per industry insiders and trade analysts, the film is struggling to get past the Rs 100 crore mark, a border that recent Bhai films crosses quite easily. 'Salman Bhai ka jalwa' was so that none of his contemporaries dared to release their films alongside 'Jai Ho' on an extended weekend, but what is this? Where are the whistlers or may be they are there, but probably only they are there. The word of mouth publicity is not spreading in a positive manner, in fact it's not spreading at all. After 'Bigg Boss 7' and 'Koffee With Karan', the macho man's popularity was on a high and he along with Aamir Khan promoted it well as well. What's going wrong? Or he can still emerge as a phoenix?

There is no point in writing off the film as a moderate success because it is already a hit, may be not as big as 'Ek Tha Tiger' and 'Dabangg 2', but obviously bigger than successes like 'Dedh Ishqiya' and 'Race 2'. Given the fact that it still has three days of unopposed run at the box-office, it is likely to topple films such as 'Aashiqui 2' and 'Raanjhanaa', but is that enough? Is it not going to hurt the star's box-office credibility?

Salman Khan's 'Jai Ho' fails to make gazillion rupees, is this the end of the world?

Salman is a small industry in himself and his presence ensures a grand opening, but what seized the momentum?

Salman is a small industry in himself and his presence ensures a grand opening, but what seized the momentum right from day 2? Is it the same thing that hampered the success of 'Besharam' and 'Himmatwala'? Overconfidence may be! There is absolutely no doubt about the strength of Salman's fan base, they are capable enough of making any of his film a break-even venture, but the real obstacle lies after this point. You have heard that Don starts thinking where the police stops, similarly, the competition among the Khans and Kumars and Roshans begins when the film touches the Rs 100 crore line.

Yes, the money business is dubious and the figures vary abruptly, but it happens with all the films and the half filled - half empty cinema halls are also telling an alternate story.

Is the dream run slowly hitting a saturation point or the critics are simply arguing in the air? 'Kick' will answer this question in a little affirmative manner. The mighty Khan is still much ahead of the general crowd of actors, but the man is not alone there. One sharp chance and somebody else will start leading the race.

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