Second thoughts: Bhatts to market HAK on their own

Unhappy with Mr X's promotions, the Bhatts apparently decide to market their next on their own and not rely on the studio

If industry sources are to be believed, the box- office debacle of Emraan Hashmi starrer Mr X has left the Bhatts angry and disappointed with Fox Star Studios, which had marketed the film.

The sci- fi thriller opened to just 10 to 20 per cent occupancy on the first day with collections estimated to be around R 4.50 crore. Now for their upcoming movie, Hamari Adhuri Kahani, they have decided to engage a PR agency apart from Fox for the promotions.

Confirming the story, Mahesh Bhatt says: " I am the leader, so I will not blame anyone for my mistake. But, yes, there were voices in my office which said that Mr X was not marketed well. The film's failure to get a good opening was attributed to the signals that the marketing team was sending to the audience. But as good partners, Fox and Vishesh Films have sorted out all differences and are gung- ho about Hamari Adhuri Kahani," he says.

He adds that they will constantly review the marketing plan for Hamari. " We have a long association with another agency and they would be giving expert opinions from time to time for the project," Bhatt reveals.

Vijay Singh, CEO, Fox Star Studios, insists that they have a good partnership.

" When a film doesn't live up to expectations, it rightly forces everyone to understand what lessons one can take away, as our business is about hits and misses. Our next film together is Hamari Adhuri Kahani " a film that we truly believe in. Mohit Suri has directed an absolutely fabulous film that has been written by Mahesh Bhatt," states Singh.