The much talked about, but minimally promoted Anushka Sharma starrer NH10 has finally hit the screens today after a delay of about a week. If there is anything that got the movie into the spotlight, then it’s the censoring issues with the Central Board Of Film Certification, which is now releasing with ‘A’ certificate.
Here is what the trade experts have to say:
Rajesh Thadani (Distributor and Exhibitor) – Mainly Anushka and the hype around the film in terms of censorship and general promotion should do an average business overall.
Akshaye Rathi (Exhibitor) – Talking about NH10 not being promoted to a great extent then it is because the release of the movie being postponed. Every movie is allocated a certain budget for advertising and marketing. NH10 was suppose to come a week ago, hence to sustain a campaign for an additional week becomes a liability on making recovery. May be that’s why the promotion was not as aggressive and blatantly visible as it was to be. Anushka has attempted something that the stars of her stature would hardly think of. This movie walks the road less traveled, it is not a run of the mill. The least I expect is that for her brave attempt she earns a lot of respect and not just money. Considering that the movie is ‘A’ rated, so for the sake of new and fresh content, which is the need of the hour; it would be great if the movie makes some money, and at the box office it may do a break even business.
Ashok Ahuja (Consultant Sales Distribution & IPR Management – Ishka films & Mangalmurti films) – The industry is going through the worst 1st quarter of the year. The only exceptions have been the strong content based films Dum Laga Ke Haisha & Baby all the other films have been big duds. NH10 will depend on content and strong WOM to make an impact at the BO.
Manoj Desai (Exhibitor, Gaiety Galaxy and Maratha Mandir) – I am sure some thing new will work for Anushka, but over all it’s public who will give us the right report.
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