In November 2006, Dhoom-II from Yash Raj Films got off to a bumper opening. Since then, most films churned out by the banner have been taking a beating at the turnstiles, except for Chak De India, and to some extent, Ta Ra Rum Pum. Most have failed to get even a decent opening.

All that was expected to change with their latest offering, Tashan. An ensemble star-cast which has been making all the right noises, attractive promos and a strong pre-release buzz were all signalling a good start.

However, reports from around the country are pointing towards a discouraging show, say experts. “It’s one of the weakest films coming from them,” says Taran Adarsh, editor, Trade Guide. “The film has got no opening and the feedback from those who have seen the film is very bad.”

If poor reviews and stiff competition from Indian Premier League (IPL) matches weren’t worry enough, the Chopras hit another snag— they have not been able to strike a deal with major multiplexes so far. “There is no compromise so far,” said film expert Vinod Mirani.

The Yash Raj banner, known for making love stories with big star casts, which cater to family audiences, has been experimenting with genres of late. Last year, Jhoom Barabar Jhoom, Laaga Chunari Main Daag and Aaja Nachle, all of them toplining some of the biggest names in the country were all given a cold shoulder by critics and audiences alike.

Their first film of 2008, Tashan, an action thriller, is being dubbed a film high on style, but lacking in content by experts.

While Yash Raj refused to comment, Taran Adarsh believes that another failure would dent the company’s image greatly. “You can’t really take the audience for granted,”
he says.

Trade expert Komal Nahata believes that it’s time for a serious rethink at Yash Raj Films. “They need to realise that they need to start giving some importance to quality too. Tashan fails to do that big time.”