The much anticipated romantic comedy, Love Aaj Kal opened at the cinema halls today with very good occupancy at the box-office, benefitting majorly by the Valentine’s Day holiday. As per early estimates, the film has raked in collections in the range of Rs. 12.75 to 14.75 crore with primary business coming in from the multiplexes and cinema chains in the metros – Mumbai, Delhi, Chennai, Kolkata and Hyderabad. The mass belts however as expected are lower and this has got to do with the treatment that Imtiaz Ali gives to his films. Even tier 2 cities like Jaipur, Indore, Gujarat and Gwalior aren’t upto the mark, with limited audience flowing in, majority being the couples, due to the Valentine’s factor.
The opening has primarily come due to the anticipation around the audience to see Kartik Aaryan and Sara Ali Khan on the screen, which got a push of around 30% due to Valentine’s Day as the response to the trailer was universally towards the negative zone. The initial response to Love Aaj Kal amongst the audience is negative, and there is a possibility of the film recording a backward trend over the weekend, just like Ali’s previous directorial, Jab Harry Met Sejal, with Friday being the biggest day for the film. These are all early trends and it is only the trend over the weekend that will give us the real picture of the word of mouth.
While multiplex films usually peak towards the evening and night shows, the biz for Love Aaj Kal has actually begun to take a downward slide. And this has got to do with the negative word of mouth.
Malang has continued with its steady run at the box-office. Early estimates suggest Day eighth collections in the range of Rs. 2.50 to 3.00 crores, which is a very good hold for the Mohit Suri directorial.