"Rush was always in trouble ever since it got stalled three years back", an insider comments, "Once a film is stuck, you can't expect it to do well just because your lead hero is hot in the market. Industry, trade and audience, everyone senses that."
Emraan is not alone. Before him, other superstars have gone through the same cycle as well.
"Salman's Shaadi Karke Phas Gaya, Shah Rukh's Yeh Lamhe Judaai Ke, Akshay's Meri Biwi Ka Jawaab Nahi, Ajay's Mehbooba and Sanjay Dutt's Chatur Singh Two Star – each of these films could well have worked had a superstar's presence been good enough to pull crowds. A dated film is a dated film. Period", adds a veteran filmmaker.
However Emraan made a difference by promoting Rush despite being well aware that it didn't really stand a chance. He also admitted that it was more of an emotional decision even as many around him did suggest that after Raaz 3, he could have avoided going all out for Rush.
"He doesn't carry any regrets and has moved on now", says a friend of the actor, "His stocks are high with Ek Thi Daayan, Ghanchakkar and Ungli all set for release next year. Rush helped him gain respect for standing by his producers, his upcoming films would help him consolidate his star status and earn his producers good moolah as well."
We believe so as well.