Journalism of Courage
This weekend is a treat for cine-goers as two most-awaited films of the year have released. While Karan Johar's Ae Dil Hai Mushkil is a romantic drama, Ajay Devgn's Shivaay is an action thriller. Both movies will find a different audience as Ae Dil Hai Mushkil is a multiplex darling, while Ajay Devgn's Shivaay is a hit amongst single screen audience. However, both films will be fighting for numbers at the box office. On first day, Ae Dil Hai Mushkil and Shivaay collected Rs 13.30 crores and Rs 10.24 crores respectively.
Ae Dil Hai Mushkil opened with around 35-50% occupancy across the country. In some parts, the film had around 50% occupancy. Diwali will only help in increasing the overall weekend collection of Ae Dil Hai Mushkil. The ticket sales traditionally escalate the day after Diwali. On the other hand, Shivaay witnessed around 25% occupancy and registered slow growth in metros. The film is expected to pick up during the extended weekend.
While ADHM has a higher share of multiplexes, Shivaay is releasing in more single-screen theatres.
ADHM has been made at an approximate budget of Rs 70 crore with about Rs 10-15 crore spent on promotions. It has already earned about Rs 50 crore after the pre-release sale of rights, according to sources.
Ranbir Kapoor, Aishwarya Rai Bachchan film had a slight edge in terms of advance booking. However, this slight edge is because Karan Johar film is getting traction in multiplexes. As Ajay’s Shivaay will release in more mass centres, the real revenue will come from spot sales.
Let’s see how the Diwali battle will play out for Ae Dil Hai Mushkil and Shivaay.
