'Gandhi ka magic' works in Kerala for 'Lage Raho Munnabhai'

Kochi, Sep 24 (UNI) 'Gandhi ka magic' seems to have worked well for 'Lage Raho Munnabhai' in Kerala, with the film on its way to becoming one of the biggest Bollywood grossers in the state this year.

Though not as big a hit as the 'desi' Superman makeover 'Kkrish', starring Hrithik Roshan, 'Lage Raho Munnabhai' has done better business than the star studded 'Kabhi Alvida Na Kehna', trade sources here told UNI.

A few cinema halls in bigger cities such as Kochi, Kozhikode and Thiruvananthapuram are the only ones to screen Hindi films on a regular basis while smaller towns do not have many takers for Bollywood.

After 'Kkrish', 'Lage Raho Munnabhai' has also broken this barrier and the movie is now being screened even in smaller centres such as Thrissur, Kottayam and Kothamangalam.

Even in places like Kochi and Thiruvananthapuram, most Hindi films are taken off from the cinema halls after a week, with only a few lasting for two weeks. Yet, 'Lage Raho Munnabhai' has been on the screens for almost a month, running to near full houses on most days.

According to sources, while 'Kkrish' did a business of nearly Rs 50 lakh in gross collections all over Kerala, 'Lage Raho Munnabhai' has touched almost Rs 30 lakh.

While this is not a patch on the 'Onam hit' 'Kirtichakra' in Malayalam, which could gross upto Rs 90 lakh in the first week alone, it is a big amount for a Hindi film, the sources said.

While comedies generally go down well with audience in Kerala, which has a vibrant film industry of its own, 'Lage Raho Munnabhai' seems to have worked because it combined comedy with sensitivity.

''The audience have found the film to be very touching. It gives a message but without sounding heavy,'' said Sridar theatre Manager Ramkumar here.

The movie has especially appealed to the youngsters. The school and college students could be seen applauding enthusiastically whenever the tenets of 'Gandhigiri' worked -- whether it be to reform a betel juice spewing neighbour or a corrupt official, he added.

Mr Ramkumar said 'Sridar' has been regularly screening Hindi films for the past three years and finds that the business is good. While there is a niche North Indian audience for such movies in Kochi, a lot of Keralites are are turning up towards these films, especially the youngsters, he added.

UNI ARC JJ SI BS1322