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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!