CE success makes Ekta re-strategize OUATIM Release

Mehul S Thakkar (MUMBAI MIRROR; August 12, 2013)

Chennai Express's record breaking run may jeopardise Once Upon A Time In Mumbai Dobaara's stint on single screens. The SRK and Deepika Padukone starrer, which entered the Rs 100 crore club last evening, is attracting full houses which can lead to Ekta Kapoor's Friday release not getting enough shows in the same.

Monday will be a decisive day for both the films as that day's collection is considered indicative of a release's post-weekend fate. If sales for Chennai Express dip by Monday, theatre owners may be more keen to give Once Upon a Time in Mumbai Dobaara more shows.

Leading distributor Rajesh Thadani told Mirror, "Had there been no opposition from Chennai Express, OUATIMD would have eventually had bigger collections and Once Upon A Time in Mumbai Dobaara will also eat into the other's revenues. But the SRK starrer has already proven itself. A lot depends on Monday and Tuesday's collection."

Chennai Express released over approximately 1000 single screens after UTV and Balaji agreed to not release the films on the same day. However the single screens use their own discretion to decide on the number of shows for each release and the decision is usually based on the box office collection.

Sanjay Ghai, a leading distributor exhibitor from Delhi and Punjab echoed similar thoughts. "The logic is very simple. Two trains cannot run on the same track. Had Chennai Express been disliked by the masses, the downfall would have reflected on Saturday itself and if it continues to do well, single screens will prefer it over Once Upon A Time in Mumbai Dobaara," said Ghai.