Decoding Ae Dil Hai Mushkil: Here’s why this Ranbir Kapoor film is a clean hit!


    an Johar’s romantic saga, Ae Dil Hai Mushkil, is looking to end its run at the Box Office at collections close to Rs 109 crore.

    The film, starring Ranbir Kapoor, Anushka Sharma and Aishwarya Rai, fared the best at tier one cities like Mumbai, Delhi, Kolkata, and Bangalore. In what came as a surprise, the film also drew crowds at the mass centres, despite its predominantly urban appeal.

    Our prediction
    As per Leading New Postal had previously predicted that Ae Dil Hai Mushkil would rake in Rs 110 to Rs 115 crore at the Box Office.

    The success of Ae Dil Hai Mushkil has come as a breather for Ranbir Kapoor whose last hit film was Yeh Jawaani Hai Deewani (2013).

    Expenditure (As released by the ADHM in an official statement)*

    Cost of Production: Rs 85 crore

    Print and Publicity: Rs 15 crore

    Total: Rs 100 crore


    Indian Box Office: Rs 109 crore

    Indian Distributor Share: Rs 55 crore

    Overseas Box Office: Rs 65 crore

    Overseas share: Rs 30 crore

    Satellite rights: Rs 35 crore

    Music rights: Rs 20 crore

    Ancillary sources: Rs 10 crore

    Total revenue: Rs 150 crore

    Profit: Rs 50 crore

    Return on Investment: 50%

    Verdict: Hit

    Ae Dil Hai Mushkil is a profitable venture for all associated with the film. The cost of production does not include Karan Johar’s direction fees and even if we add a fictitious amount of 15 crore to the cost, yet the film will be profitable.

    Although the film could have done better biz theatrically, the controlled budget and non-theatrical revenue i.e. satellite and music rights helped it emerge a clean hit.