Variety

Why Shivaay vs Ae Dil HaiMushkil is a proxy box-office war

Meenakshi Verma Ambwani New Delhi | Updated on January 16, 2018

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The clash of Karan Johar’s Ae Dil Hai Mushkil and Ajay Devgn’s Shivaay started even before the two were released. After enough hullabaloo, the two are battling it out this Diwali weekend at the box office.

As per initial estimates, trade analysts and multiplex players believe, the net collections for both films may be an estimated ₹ 60-70 crore at the box office over the weekend. Analysts say Johar’s movie is doing well at the multiplexes, while Devgn’s film on single screen theatres.

This definitely does not give a trend of what will be the viewers choice.

Trade analyst Komal Nahata said, “Ae Dil Hai Mushkil is doing well at the multiplex screens. On the other hand, Shivaay is doing better at the single screens than the multiplexes. Monday and Tuesday are expected to be bigger than the pre-Diwali days in terms of box office collections.”

Non-holiday Friday would mean lower opening collections compared to Saturday.

Ashish Saksena, COO-Cinemas, BookMyShow too said that as per the trends seen on the online movie ticketing site, “ Ae Dil Hai Mushkil is largely skewed towards multiplexes whereas Shivaay seems to be doing well in the North and in single screens.”

Multiplexes are hoping to cash-in on the festive fervour and the long-holiday weekend. Multiplexes said they saw occupancies on an average of about 80-85 per cent on the first day.

Gautam Dutta, CEO, PVR Cinemas, “We expect to close Friday with about 4-4.5 lakh admissions. We are looking at strong occupancy of about 80-85 per cent over the next five days of the long festive weekend.” He added that both the movies have a long window with not much competition over the next two weeks.

PV Sunil, CEO at Carnival Cinemas added, “Ae Dil Hai Mushkil is seeing higher occupancy in metros compared to Shivaay. We are seeing 80-85 per cent occupancies at our cinemas. Due to the festive weekend, we anticipate to see good collections at the box office for both the movies.”

Dharma Production’s Ae Dil Hai Mushkil features Ranbir Kapoor and Anushka Sharma and has marketing tie-ups with nearly ten brands. These includes Bose, Saavn, Close-Up, AirBnB, eBay, PayTM and Reliance Jio. Shivaay is an action thriller directed and produced by Ajay Devgn. Analysts said both the movies have opened at similar number of screens of about 3000 screens each.

Published on October 28, 2016

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