IndicineFBO Box Office Update: Mirzya, Shivaay, ADHM, Rock On 2

Quick update on the opening day expectations and pre-release buzz of the next 4 major releases.

Mirzya: Unless the word-of-mouth is extraordinary, Mirzya is a film that’s waiting to join the list of disasters this year. There is simply no interest to watch the film in theatres. We did a survey at two theatres last weekend when ’MS Dhoni: The Untold Story’ released. We asked about 80 people at one theatre and 100 plus people at the second theatre about Mirzya. 26% of people weren’t aware that the film is releasing, 59% knew about the film but weren’t interested in watching, 12% said they will wait for reviews and only 3% of people said they would be watching it in theatres this weekend.

The marketing campaign has failed to generate any interest. The teaser trailer was released as early as the first week of June. The costs are high too, so it remains to be seen how Mirzya performs this weekend. We are expecting a slow start in the range of 3-4 crore. The final prediction will be made tomorrow.

Ae Dil Hai Mushkil: The situation that ADHM finds itself in, is unfortunate. It was filmed when there was hope that the Indo-Pak relationship would improve, but the ban on Pakistani actors and the negativity across media channels, could affect Karan Johar’s Diwali release. We still have about 3 more weeks before the film releases, ample time for the PR to turn things in favour of the film. The current political scenario aside, we’ve been hearing that the film has shaped up very well. The trailer has received a mixed response, but the songs have already gained huge popularity. We expect ADHM to take a solid 10 crore plus opening, it could well be the first choice for the audience in urban cities.

Shivaay: The circumstances are in favour of ‘Shivaay’ at the moment and the PR machinery has been taking advantage of it. Ajay is expected to go all out to market his most-ambitious film to date, and it’ll be interesting to see which film the audience pick at multiplexes. At single-screens, Shivaay will be the first choice. While the response the song promos has been mixed, the scale and grandeur that Ajay showed off in the trailer should ensure a very good opening. We’ve getting feedback on the action sequences in the film too, most of which is hugely positive. We expect Shivaay to opening in the 13 crore range (as of today), with the target being 15 plus on the day of release.

Rock On 2: Music was always going to be crucial for Rock On 2, unfortunately, the music album of the sequel doesn’t seem to have lived upto expectations. The teaser too has received a mixed response. The positive for the film is going to be the franchise value and the lead stars. Farhan has a following at metro cities and Shraddha is very popular too. It’s not looking as bright as it should for the sequel of a 2008 film that only performed well at select few centres. We are looking at a 6 crore start, at the moment, for Rock On 2.

On a lighter note, there is ‘MSG The Warrior – Lion Heart’ starring Dr Gurmeet Ram Rahim Singh Insan which is scheduled to release this week. As far as the official collections of the film are concerned, he’ll be competing with Salman Khan and predicting his films is not for mere mortals like us.

Check out the table below: