This week’s release EK LADKI KO DEKHA TOH AISA LAGA, which top lines Anil Kapoor, Sonam Kapoor, Rajkummar Rao and Juhi Chawla deals with a rather sensitive topic for the Indian masses. Which begets the question of how well will the film do at the domestic box office.
Reports suggest that EK LADKI KO DEKHA TOH AISA LAGA has taken off on a rather slow note with occupancy rate during morning shows being pegged at just 10%. The reason behind this lacklustre opening is may be attributed to the unconventional content of the film, but more importantly it is the low key marketing that the makers of the film Fox Star Studios have opted for that has further dented its opening.
On the other hand, while EK LADKI KO DEKHA TOH AISA LAGA suffers at the box office from the non-existent marketing, the previous releases viz. URI – THE SURGICAL STRIKE and MANIKARNIKA: THE QUEEN OF JHANSI continue their run at the box office. In fact, URI despite releasing weeks earlier has managed to take a better start as compared to both MANIKARNIKA and EK LADKI KO DEKHA TOH AISA LAGA.
On the whole, EK LADKI KO DEKHA TOH AISA LAGA that featured very little promotions and nearly no hype in the run up to its release, faces an uphill task at the box office. The film that caters to a niche audience in multiplex dominated regions will have to rely heavily on good word of mouth to sustain at the box office.