Ae Dil Hai Mushkil is set to take a good start at the Box Office. The promotional and marketing campaign for the Karan Johar affair has been bang on target, the songs have anyways done the trick and especially in the last couple of weeks, the film has gained momentum in a very big way. Controversies surrounding it have done well enough to keep the film in headlines and even national newspapers and country wide television wide has placed it in the prime timeslots. Even though it is not the real content which has actually been talked about, in the times when it is the film’s opening that matters, the job is done.
Ae Dil Hai Mushkil is releasing in the midst of festive season which means even though the film is really big, courtesy the coming together of Ranbir Kapoor, Anushka Sharma and Aishwarya Rai Bachchan, the opening numbers would get impacted to some extent as substantial audience base would be busy with celebrations. Still, enough firework has been put together to ensure that the opening day collections are still good. Even in a clash situation with Shivaay, the film would still comfortably go past the Rs. 10 crore and eventually surpass the first day collections of Ranbir’s last release Tamasha [Rs. 10.87 crore].
2016 hasn’t really seen a quintessential romantic film release. In fact the only film with some element of romance (though it was inherently a drama) was Ki & Ka and that was set on a smaller scale. The Kareena Kapoor Khan and Arjun Kapoor starrer had taken an opening day of Rs. 7.3 crore and that is hardly a number for Ae Dil Hai Mushkil to compete with. Baar Baar Dekho was another love story but had a niche treatment to it that didn’t really impress audience. Resultantly, the film failed.
In that sense, for those pining for a true blue musical love story on screen, Ae Dil Hai Mushkil is the best bet. More so, since it is also return of Karan Johar to a romantic tale 18 years after Kuch Kuch Hota Hai. That should be another reason for young audience base to line up for the film.