There was ample scope for 'Blood Money' to have some awareness created around itself, especially since the promotion started over two months back. However it's release timing has been patchy, what with the film arriving in the middle of 'Agent Vinod' and 'Housefull 2' (and 'Titanic - 3D'). Such arrival is always dicey for any film because media attention is primarily towards bigger films while audience too is inclined to spend moolah on major starcast affair.

However what works in the favour of 'Blood Money' is the Bhatt brand name involved. Known for their cost effective films with high concept in place, Bhatts have seldom failed when it comes to dramatic storytelling. Same is expected from 'Blood Money' as well where they are re-launching Kunal Khemu after 'Kalyug'. The songs have worked well too though one does feel that the album hasn't enjoyed chartbuster status for itself. Moreover Bhatts, who are otherwise quite overzealous in promotion of their films, seem to have not really gone all out in establishing the film as a must watch.

All of this means that the fate of 'Blood Money' would be entirely dependent on word of mouth. If the film manages to take an opening of over 30%-40%, it would be a matter of celebration for all involved because as of now, that is pretty much the first milestone to cross. Post that the film would have to make rapid jumps and then sustain over the week since the week to follow would be stuffed with 'Housefull 2' and 'Titanic - 3D', both of which are expected to eat up all available screen space.

As for the second release of the week, 'Bumboo', it is a non-starcast affair and would just about manage to see an all-India release for itself. With even 'Blood Money' expected to fight in order to find an audience for itself, 'Bumboo' would need a miracle to survive beyond a week.

Click Here To Watch - Kunal Khemu & Amrita Puri On Blood Money

Listen to 'Blood Money' Songs On Raaga