Aisha opens to a mixed response

The chick-flick Aisha toplining Abhay Deol and Sonam Kapoor, that released last week, opened to a mixed response.

Trade analyst Taran Adarsh said, “The film was received well at multiplexes with 70 to 80 per cent occupancy on Friday.

However, the response at single-screens and small centres was dull, with the opening being in the range of 20 per cent to 25 per cent.”

This was corroborated by Prakhar Joshi, Head of Programming, PVR Cinemas, who said, “The film has taken a good opening.

It has collected about Rs 2.45 crore across the country. Our multiplexes in South Delhi, Bengaluru, Hyderabad and Chennai have opened with almost 90 percent occupancy over the weekend. Compared to this, Once Upon A Time In Mumbaai collected Rs 1.2 crore in the same period.”

Aisha is a joint production between PVR Pictures and Anil Kapoor Film Company. Debuting with 475 screens in India and 135 screens overseas, an official release from PVR Pictures puts the first weekend collections at an optimistic Rs 26 crore. However, apart from these enthusiastic bursts, it was a picture of gloom for other exhibitors across the country.

In fact, Manoj Desai of G-7 and Maratha Mandir said that single-screens have already moved on and are looking forward to next Friday’s releases Peepli [Live] and Help to provide succour to their already-battered trade figures.

As for Aisha, exhibitors have hinted that if collections don’t pick up by this week, there are chances that the number of screens will be reduced. Devang Sampat, president of Cinemax India, said, “We will take a decision on Wednesday (August 11).”

At most places, Once Upon A Time In Mumbaai, which released on July 30, was doing better business than Aisha. Manoj Desai confirmed this and said, “Please don’t ask me about Aisha’s collections. All I can say is that Once Upon A Time.. is going stronger in its second week than Aisha collected over its first weekend.” At Cinemax India, the movie did not even cross the Rs 1 crore barrier over its first three days. Devang Sampat said, “The results are not so great. Aisha is doing average business.

It has collected Rs 85 lakh across all Cinemax properties in the country in the first three days.” Trade analyst Amod Mehra called the film a washout. The movie opened with 30 per cent collections on Friday and Saturday, which grew to 40 per cent on Sunday across multiplexes.

The English film Predators is actually doing better business than Aisha. The film has a chance to just about break even given its low production costs.” Adarsh explained the break-up and said, “The factor that goes in its favour is its costing.

The cost of production is around Rs 14 crore and the makers have recovered a big chunk of the investment from the sale of satellite rights for Rs 9 crore and music rights for Rs 1.5 crore.” According to sources, PVR has reportedly spent close to Rs 6 crore to promote the movie. This leaves a total of Rs 10 crore to be recovered by theatrical revenues.