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Youth Power!

Published on : August 09, 2010
Youth Power!

The writing is clear on the wall: The youth holds the key to success. A film starring a fresh pair, exceptional music and remarkable promotion can entice and lure viewers to cineplexes.

That, in a nutshell, explains the terrific opening weekend business of I Hate Luv Storys. Of course, you cannot overlook the marvellous contribution by Karan Johar and UTV, two names that are synonymous with qualitative cinema. They ensured that the film was talked-about and more than visible prior to its release.

It was a foregone conclusion that I Hate Luv Storys would open very well at the ticket window. The rom-com radiated the right vibes and like most Karan Johar movies, the urban audience/multiplex junta was expected to give a warm reception to the film.

If you scrutinize the business of I Hate Luv Storys, you'd realize that the metros and centres with plexes have contributed around 85 percent to 90 percent of its business. The contribution by the youth is overwhelming. The single screens haven't reacted well, but let's not forget that a film with an English title and classy treatment finds it difficult to penetrate into smaller centres or the mass-dominated belt.