Record release backfires for I in US

One would expect a film with record release backed by huge hype to show record numbers, if not gigantic but still a record nonetheless. I, a film with massive hype released in record number of theatres is now struggling at box office due to same record release. Confused?

I was released in over 400 screens in US and Canada due to the immense hype it had. However the film failed to make use of it as, first of all, it had a mid week release in peak winter season. It also didn’t help its cause that the movie opened to poor talk. The film failed to show any growth and due to the record release it had even the revenue it had earned at best could cover for all the other expenses related to distribution and exhibition. The final result is a disappointing box office performance when everyone expected it to shatter all the records.

Massive release with irregular timing, season and talk are seen as reason for the poor performance of the film in US and Canada by the trade. In other places it has done well during the same time due to the festive advantage.