This Diwali will witness the Box Office battle between Shivaay and Ae Dil Hai Mushkil. Unlike most Bollywood clashes, things have been pretty ugly this time between Ajay Devgn and Karan Johar, as they have been indulging in a war of words, so to speak.
While Shivaay is an action drama which will appeal to the masses, Ae Dil Hai Mushkil is a quintessential romantic film catered towards the multiplex audience. Ahead of the films’ release, Catch interacted with trade experts who spoke about their expectations from the much- anticipated Diwali releases.
Girish Johar (Film and Trade Business Expert):
The multiplex audience as well as the youth are more attracted towards Ae Dil Hai Mushkil because of the music and the very contemporary, youthful feel of the film. The songs have been patronised by the youth too.
For the masses and the general family audience, I believe Shivaay is a very good bet and they would want to watch something like this. It is a complete action film with a good scale. Barring 10% up and down, they are evenly poised to open well. It is a very unique thing because both films release during the pre-Diwali weekend. The film with better word-of-mouth will take over from Saturday and reap the benefits of the holiday season.
Amul Mohan (Editor – Super Cinema Trade Magazine)
It is very difficult to say which film will have a upper hand because they are two different films catering to two different sets of audience. Shivaay being an action-oriented film will open big at the single screens – especially at mass centres. Ae Dil Hai Mushkil is a very urban film and will do well at multiplexes.
I think this bifurcation will come into play on the first day but eventually the better film will take-over. Right now the potential of the films are equal. The films release during the pre-Diwali period and the biggest day in terms of collections will be on Monday. I can’t pick any one film as I think both of have great potential.
Rajesh Thandani (Distributor – Mumbai)
I think both films will do pretty well as this is the Diwali period and both have gained some kind of excitement and hype around them. Initially, Ae Dil Hai Mushkil will screen more in the multiplexes and Shivaay will score more at single screens. Overall, I think both should do reasonable and ultimately the content will do the talking. In terms of opening day, Ae Dil Hai Mushkil might have an edge.
Vishek Chauhan (Distributor)
From early trends i.e. Inquiry at ticket counters and advance booking, getting a strong feeling that ADHM will lead day 1 comfortably. As Multiplexes are supporting it 100%, although Shivaay will wreak havoc in single screens, it is the premium plexes in metros that will help ADHM take the lead on day 1. Lets be clear on certain things, in a clash there is a clear winner and margin for error is zero. From 1st day evening shows you will start seeing word of mouth come into play and by day 2 momentum clearly shifting towards the winner. May the best man win.
Harsh Jain (Exhibitor/Distributor: Sanman Group)
Both Shivaay and Ae Dil Hai Mushkil will open well at the Box Office as they appeal to two different sets of audiences. The pre-release reports about both are pretty positive. However, it is the audience word-of-mouth which matters the most. In terms of opening, the multiplexes will favour Karan Johar’s film whereas Shivaay will be the favourite for lovers of action films.
Both Shivaay and Ae Dil Hai Mushkil should get a reasonable start at the Box Office and there won’t be much of a difference in terms of opening day business. The better film will take a clear lead from the second day and reap the benefits of the festive season.
Shivaay: Rs 12 crore
Ae Dil Hai Mushkil: Rs 13 crore