Aamir Khan is known to do things differently, whether it is the character he plays or the strategy he adopts to promote his movies. So, perhaps it is no surprise that the box office collections of his latest flick, PK , are being tracked by Nasdaq-listed global media measurement and research company Rentrak, in what is said to be a first for an Indian film.

The American firm, which measures box office collections in 40 countries, including those of Hollywood movies, recently started operations in India.

Multiplex players said PK , which opened on Friday in about 4,000 screens in India and 884 screens abroad, had a phenomenal first day with 80-90 per cent occupancy despite it being a working day. They believe it is not the kind of movie that fizzles out in the first week.

The movie, whose storyline was kept under wraps, is the second film for Aamir Khan, Rajkumar Hirani and Vidhu Vinod Chopra, who had made the hit 3 Idiots .

PK has earned praise from both trade analysts and the film world. Directed by Hirani, it has been co-produced by Hirani and Chopra in association with UTV Motion Pictures.

PK is an outstanding entertainer with a message relevant to all. It will prove to be one of the biggest blockbusters,” said Trade Analyst Komal Nahata.

Director Shekhar Kapur tweeted: “Finally, a Hindi film where people are talking about quality of film rather than box office numbers.”

“The box office collections are expected to only get bigger,” said Gautam Dutta, COO, PVR Cinemas. “It has got staying power and repeat value. We expect the second weekend collection will be as big as the first.”

Devang Sampat, Business Head-Strategic Initiatives, Cinepolis India, added: “We are running nearly 500 shows daily and expect over 90 per cent occupancy during the weekend.”

Unlike other big-ticket films, PK , which did not see any promotional marketing blitzkrieg, has got several brands for in-film branding and promotional tie ups.

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