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Actor Gulshan Devaiah explored the complexities of the theatrical distribution model, acknowledging that numerous factors determine a film's success at the box office. He also addressed the commercial disappointment of his recent film, Ulajh, which featured Janhvi Kapoor in the lead role. Devaiah mentioned that pinpointing a single reason for the film’s lack of audience engagement is challenging, but he expressed a preference for releasing all feature films in theaters if it were up to him.
In an interview with Bollywood Hungama, Gulshan admitted he was unsure why Ulajh didn’t perform well but discussed various elements of the theatrical business, such as ticket prices, competition, and star power. He noted, “Why do people go to the movies? I ponder this myself. I went to see Deadpool & Wolverine because I enjoyed the first one so much in theaters. Every project has its own appeal. For example, there’s a certain anticipation for a Salman Khan film, or a Rajkummar Rao film, or an Alia Bhatt film… However, even some of their films don’t succeed.”
Regarding Ulajh, Gulshan stated, “If I have specific criteria for choosing films to watch, it’s possible that Ulajh didn’t meet those expectations for others. It might be that the trailer didn’t resonate, or there could be other reasons. We do our best, and sometimes our best doesn’t suffice. It’s not the fault of the audience.”