The rush hour is on and understandably so. After all IPL gets over this weekend which means biggies would start dominating theaters week after week.

This is the last and final call for medium and smaller budget films to make their way in theaters and this is the reason why we have inconsequential films like 'Bird Idol', 'City of Gold', 'Kuchh Kariye' and 'Muskurake Dekh Zara' arriving out of nowhere and jostling for screen space.

'Bird Idol' is an animation film and looking at the sub-standard stuff that Bollywood has offered when it comes to animation films, this one looks no better. Worse, there has been nil promotion around the film which only makes one wonder if the film would survive beyond a weekend.

'City of Gold' appears to be a docudrama in the offering and it's English title with a Maharashtra setting makes one wonder if Hindi is the real spoken language in the film or is it a dubbed affair? No one knows because there has been no promotion whatsoever. It would be a surprise if the film actually manages a good all-India release.

If not for an appearance in the Bollywood release calendar, one would have never known whether 'Kuch Kariye' is a movie or actually a music album featuring Sukhwinder Singh.

Such shoddy are the production values of the film and so unimaginative are the song promos that one wonders if this film should see a release for itself at all. No chance here for this film which marks the debut of singer-composer Sukhwinder Singh as a lead actor.

'Muskurake Dekh Zara' is made of unknown faces, zilch promotion and total unawareness around its theme and story. A complete non-starter, it was supposed to release last week but further got delayed. It belongs to the category of films that may just have been revived from the cans.

On any given week, 'Apartment' may not have been as much noticed as now because it is the sole release of the week which at least has some reputed names to boast of.

Jagmohan Mundhra as the director and names like Tanushree Dutta and Neetu Chandra ensure that at least there is some face value to the product. Of course controlled promotion means the film would have to primarily work on it's merits rather than seeing massive audience foot fall on the first day of the release itself.

When compared with the other four releases of the week, this one should take the best opening of all.