Don 2' to open well despite comparatively low hype

Now this has to be one Shahrukh Khan film that is arriving with minimal buzz and hype when compared to his last few releases. Of course a Shahrukh Khan film is a Shahrukh Khan film which means there are millions out there waiting to catch what he has to offer in 'Don 2'. However compare it with the kind of hype that had been built around 'Ra. One' or 'My Name Is Khan' and it is quite apparent that 'Don 2' wants to make a relatively silent entry.

In a way it does make sense too because this time around, audience will have their own decision making coming into play instead of select critics telling them (after watching 30 minutes of the footage!) about whether a film is good or not. Audience isn't being pushed into theatres, it has been rather invited and this is where the difference lies. This also means that there are no talks around the print count, budget, duration of special effects, grandeur, effort spent all over the world etc. etc. Not that 'Don 2' isn't abound with any of these aforementioned pointers but then the makers of 'Don 2' aren't talking about that.

Such controlled promotion also means that a record breaking opening weekend is certainly ruled out. Not that the makers are looking for that either as they would be rather preferring the film to sustain over the weekdays and let a positive word of mouth grow instead of getting their moolah in the first weekend, getting into the profit zone but losing respect by seeing an even quicker crash. They don't have to either since the film has a full fortnight spread right in front of it which means there are enough days to earn moolah, what with a holiday season around.

All of this translates into a simple fact that while records would be some distance away, the film should take a good opening around 70% mark (considering the fact that it would be a huge release with 20 odd shows in every leading multiplex) hence resulting in a weekend of at the least 45 crore. Yes, a 50 crore opening weekend is also possible but given the backlash that is expected post 'Ra. One', a 10% variance is pretty much in order.