Till about a fortnight ago there were talks of as many as 8 films releasing this week. Now this has boiled down to just 3 with 'Punch Ka Punchnama' almost enjoying a solo release for itself. Reason being that there isn't much awareness about the other release of the week, '404'. A psychological thriller, the film suffers from a weak title coupled with absence of any known names. There isn't much to talk about the film's music as well which means '404' would struggle to see anything over 20% footfalls.

As for 'Kashmakash', it is an art house affair from Rituparno Ghosh. The film is expected to see a very small and restricted release for itself and though it may just about manage some good reviews for itself from the critics who wish to flaunt an intellectual bent of mind, for the 'aam junta' it doesn't carry many ingredients to even reach out to them. It would be a miracle if the film continues beyond a weekend at the box office.

This brings one to the third release of the week which suddenly finds itself in a position where it is now the biggest of the lot. Though it is newcomers again who lead the bunch, the film's innovative promos coupled with good songs (Ishq Na Kariyo, Glassi, Kutta) have ensured reasonable visibility at the least. Overall promotion has been decent and the film would now have to rely upon positive word of mouth to cover further distance.

What works in the film's favour is that if it is indeed liked by its target audience, the youth, it has an almost open fortnight all for itself to make merry. To begin with, anything over 40% on the first day would be a welcome sign for the film.