In spite of a very good promotional campaign targeted at the city audience and the youngsters mainly, Anil Kapoor’s Aisha has failed to take off respectably. Although the youth thronged some of the multiplexes in a few big cities of India, the general opening of the film was on the lower side. In other words, while the opening show’s collections in about 10 to 15 multiplexes were around 50-80% of the capacities, the initial in the rest of the hundreds of multiplexes and single-screen cinemas was not more than 20-30%. Even the popular Gal mitthi mitthi bol song could not do the trick and lure audiences into cinemas.
The initial of ‘Aisha’ in hundreds of multiplexes and single-screen cinemas was not more than 20-30%.
Aisha has been made at a cost of Rs. 14-15 crore. PVR has further spent Rs. 6 to 6.5 crore on its promotion and for its prints. Of the total cost of Rs. 21 crore, market rumours have it that the corporate has recovered around Rs. 8 crore from sale of satellite rights and another Rs. 3.5 to 3 crore from sale of audio and home entertainment rights. That means, PVR still needs to recover approximately Rs. 9 crore from theatrical revenues. Seems a difficult task, considering that overseas theatrical takings will not be much as both, Abhay Deol and Sonam Kapoor, aren’t hot stars for the public abroad. Not yet, at least!