The initial response –
Lootera initially received a lukewarm response due to the importance of word of mouth. The film in fact was accepted and viewed only in very high class big city multiplexes. Since the genre of the film was more classic and aesthetic and less on fun, only the very aristocratic and graceful decided to indulge in it.
The intelligent move –
However even the though the film did not really work out when it comes to hitting the masses it’s still managed a weekend collection of approximately 15.88 crore. This collection did primarily save Ekta Kapoor and Phantom productions. It is interesting to note that the collect of this magnanimity was due to the financial gains from the satellite rights. The producers however gave and initial figure of 18.5 crore for the same time in the box office. At this stage of discussion, it will be significant to know that the film cost a whopping 33 crore in its entirety included its publicity and advertising. Even then, it will be difficult to pinpoint the cost division between Ekta Kapoor and phantom production, the reason being the delay in the settlement.
This is not for the first time that Balaji has managed to sale the satellite rights of its films so successfully. In fact four of its previous films Ek Thi Daayan, shoot out at Wadala, Once Upon a time in Mumbai Dobara and now Lootera has been sold for its satellite rights at 100 crore. This has of course made it easy for films like Ek Thi Daayan and Lootera to adjust their box office deficits and reach to a safe position. In addition to this, this sleepy box office collector also managed 3.50 crore from music rights and 0.65 crore for home video.
Conclusion –
This has been quite an intelligent proposition if the fates of other similar films are discussed. Sanjay Dutt starrer Policegiri make a lukewarm start in B&C centers single screens, however the film was considered a loss as it could only collect 8.75 crore in 3 days. The film Ghanchakkar which was creating a lot of hype threw its promotions also crashed uneventfully after the first 3 days. An industry insider opined that since the masses did not accept this one so hugely it was not a success. Satellite rights could have saved their day.