There are actually 3 causes.
- Failing to create the right buzz pre-release.
- Wrong business plan. I mean the blockbuster price for the distributors. Producers made 100cr from the movie whereas few distributors lost.
- Poor release strategy for a film that's been sold for blockbuster price.
And before anybody pointing out me bringing "January Jinx" thing...
2014 - as of now 1 Blockbuster that's released on EID.
2013 - The ATBB released on Christmas, 4 Blockbusters released on Post IPL, EID & Diwali respectively.
2012 - 3 Blockbusters - 1 released post IPL, the other two released on EID/Independence Day & Christmas.
2011 - 2 Blockbusters - released post IPL & EID.
2010 - 2 Blockbusters - EID & Diwali
2009 - 1 Christmas ATBB
2008 - 2 Blockbusters - 1 being RNBDJ & GHAJINI on Christmas, both being December releases.
2007 - 1 Blockbuster - Diwali release
I hope you got the point. The last big success released on January was Agneepath which released on Republic Day holiday to make it the biggest opener ever in 2012. The buzz was created almost 6 months before it's release. Jai Ho released on Republic Day weekend where Republic Day fell on a Sunday which acted nothing more than a Sunday. That only on 25cr day, 2 16cr days hurt it pretty bad.
You don't sell the movie for blockbuster prices & expect blockbuster business in a month that hasn't seen a Blockbuster film for a decade. It wasn't the movie, it was the business model which was totally flawed.