The press screening of ‘Shivaay’ took place at Fun Cinemas (Mumbai) at 6:30PM on Thursday. The reviews have been scathing, writing the film off as yet another disappointment this year.
But why did someone as experienced as Ajay Devgn decide to show the film to the media on Thursday evening – is something that we haven’t been able to understand. It was clear from the promos itself that ‘Shivaay’ was never going to be the kind of film that would win over the critics.
When the chances of getting those positive reviews are so low, why risk the flow of negative reviews on Thursday night itself?
A well-known trade analyst once told us that it’s unethical to publish reviews of films before 1PM on Friday and that’s how it should be. Media shouldn’t be allowed to file their reviews before the first show on Friday, even if they are shown the film on Thursday.
The trend of press screenings and Thursday night reviews is doing the industry more harm than good. It’s also ruining the experience for those who like the trailer and want to the film on Friday morning.
While negative reviews could’ve cost ‘Shivaay’ a couple of crores on Friday, the main distributor of the competing film, Fox Star Studios, took a decision last year to not show their films to the press on Thursday.
I was actually gonna watch Shivaay on 1st day after the trailer but after the negative reviews i had mixed opinions.. So, Yes I think these reviews actually harm movies like these. But now i have changed my opinion and will watch both ADHM and Shivaay tmrw or day after.
wats d point of the entire article? ? :/
I think reviews of a film should not be published till Sunday (for a Friday Release). This way, the people who liked the trailers, songs etc will go and watch the movie. And the undecided ones can wait for review till the end of the week and if the reviews and WOM is good the waiting (neutral) public can watch it during weekdays or next weekend for reduced price. It also prevents producers from losing Money.
Negative reviews for one of a kind movies like Ra.One or Shivaay hurt their producers so much that they never try another experiment for a long long time.
Bad press for Ra.one made SRK to chose lousy commercials like CE, HNY etc. Had the reviews been constructive (even when negative), I am pretty sure that SRK would have tried more path breaking movies. I think same goes with Ajay Devgan too. His last experimental movie was probably “Raju Chaacha”. Even if people did not like it, if the press was less brutal, it would not have taken Ajay Devgn this long to come up with Shivaay.
If actors/producers have to take risk then the press needs to be more supportive.
Till then we are stuck with crappy rom coms like ADHM, BBD etc.
I feel very sorry for ajay , media is doing the same disgusting thing they did to hrithik during the MD-rustom clash, i hope he will come out of it stronger.
The sympathy factor helped KJO and ADHM and lack of big names (except Ajay Devgan) helped ADHM opened better than Shivaay. Let see how content fares and who will the battle ?
mark my words shivaay will set box office on fire sunday onwards especially the mass dominated centres/single screens
Nyc movie…perfect one time watch
@Indicine : Please post about New Zealand cops (locals not NRIs) dancing on Salman songs tunes for Diwali function.
shivaay is very good movie!
Well it is also having no plot no story sorry for Ajay he tried hard but with out story how can u justify your work
@hritik my pridiction always comes true
Most movies that are screened a day before their release or have paid previews turn out to be poor.
Kambakkht Ishq
Tees Maar Khan
Bombay Velvet
Rocky Handsome
Shivaay
I agree with this article. What I also like to add is that releasing your trailer 3 months before the actual release date can also backfire. 2 months is enough for promotion. Kaabil is also making the same mistake. How are they going to keep the buzz alive for more than 90 days?
There is one famous dialogue” Jinke ghar shishe ke ho, woh dusro pe patthar nahin pheka kar te” Ajay should have never picked a fight with Karan. I watched both movies and ADHM was very entertaining movie made from the heart. Shivaay really disappointed the audience. The action was good but the story was not so good.
good movie let the critics review
indian reviewers bahut fake hote hain. We jitna enjoy hote hain film se utne hi negative review dete hain.
wrost movie of the year from wrost man
Shivaay need 130 cr to get hit status and as per this to get 130 mark is like climbing the mount Everest for Ajay .
Making this film is the biggest mistake in the first place itself… Lol ! Doomed movie…
@indicine These are paid Media. Had Shivaay been a khan’s film, Media would have given 3-4 star whatever may be the content. They are biased.
@indicine… You are absolutely right regarding the way negative and mixed reviews dampen the excitement of the audience, earlier we were dependent on newspapers when reviews used to come on Saturday or Sunday but now reviews come alongside the film release n totally puncture the chance of a good opening for the film even if the public had liked the trailer…
Am so stunned! The word of mouth for Shivaay is excellent. Audiences kept on praising the movie calling it even better than big buyer action pack movie. From Taran to Hirani Shekhar kapur and lots of people called it outstanding. UAE tagged it blockbuster, massive gap in interior India compared to Adhm. Also those fake media are saying only 30% multiplex? Its 45-50% Ajay sir even mentioned that Friday collection he is not expecting anything big for initial but said audiences will stick with it from Sunday Monday. Whereas many empty sears in interior cities for adhm. SS are excellent, the problem is its pretty diwali and being termed a Single screen movie its collection relied there suprisingkt in towns like BNgalore Kolkata Mumbai the Multiplex was housefulled. Some say interior India having Muslims not enganged did not go because of the name Shivaay on Hinduism despite Ajay sir clarifying it. You can tell he was beiing against purposely just from act of KRK. Who sent him? Who offered him something? The good news is its an excellent sign that Ss are being dominated and by Monday thus will be another Pink Bajirao Mastaani. Loudest interval applaud ever witnessed by a distributor director of a ciinema in Juhu. The Tweets for the film is 20 times more than Adhm ,the public view is tremendous already 7.8 IMDb compared with 6.4 for adhm. Most people actually went to watch 5mins role of SRK. Nobody has said what Adhm is all about. So friends worry not this movie is a blockbuster esp hearing New Zealand, America Spain Malaysia business are overwhelmed. Be not a fan of AD but surely this movie is trending on social media faster so don’t understand what you mean indicine. Did Shah rukh not do preview Day before CE released? Shivaay has not impressed in number for now but I am 100% sure many Srkians and Akkis are watching it this weekend. Standing ovation to the man that kept us at par with Hollywood. Baaghi was bashed talk more of Shivaay. Audience I request you watch Shivaay before concluding please.
Much better film than adhm
Ajay will get Keela award for this movie
You are wrong here. Audience spends their hard earned money on movies, they deserve to know if it’s worth their time. If they don’t want to be spoiled, they know which places to avoid, like certain blogs. What you are suggesting is that the producers keep the audience in the dark about a movie, and fool them into watching it first day, which is crazy.
I favour press screening. Its a worldwide Trend to screen movie for critics and it is consider a negative sign in america when a press screening is not held for a movie. Ticket prices are so high these days so instead of holding back the reviews audience should be made aware in advance of what kind of movie it is.
It just reminded me a scene from run ,where vijay raj eats 5 rs wala kauwa biryani thinking its a chiken biryani. Lol.
u seriously think reviews matters for Big action movies ? really? nah, no harm according to me . it’s Ajay’s low stardom and competition from youth friendly ADHM.
@indicine pls post about new zealand police dancing on salman,s songs its a fun video
Excellent trailer and Starcast is the reason for 1st day . no bad reviews can do any harm. shivay had excellent trailer and scale which also appeals to multiplexes still a low opening..Shame on Ajay’s star power .
I think he became overconfidence firstly movie cast is totally unknown and and foreigner character he should have taken indian oriented plot
3 hrs for action movie is big mistake this show he is not experienced I found romantic scene where unnecessary in this movie
Any big director with good lead actress and strong supporting cast hota to result jarur better hota