The major Bollywood release this week is the Sonam Kapoor-Anil Kapoor-Rajkummar Rao starrer, Ek Ladki Ko Dekha Toh Aisa Laga, and with Friday just around the corner, it’s the perfect time to delve into its economics and see how much the film needs to collect to leave it’s mark at the box-office.
Ek Ladki Ko Dekha Toh Aisa Laga total budget: 35-40 crore (including print and advertising)
Though the Shelly Chopra directorial may come across as a small-budget film at first glance, it actually falls under the mid-budget category, just like Uri, which had release a prior weeks earlier. While the latter needed a bit more monetary support owing to its production values, it’s the star cast in case of the former that has pushed its production cost slightly upward. However, the good news is that since Fox Star Studios – which has its own distribution channel – has coproduced the movie with Vinod Chopra Films,there was no need to sell it at a premium to another distributor or bank on profit sharing after release with said third-party distributor, which would’ve inevitably made recovery more difficult.
Now let’s take a closer look at how much the film has already recovered form external sources, and how much it needs to earn from its theatrical release. As per trade analyst Vishek Chauhan, the producers of Ek Ladki Ko Dekha Toh Aisa Laga will need to make about 20-25 crore from theatrical revenue (after deducting the exhibitors’ aka theatrical owners’ share) in order to break even.
|Production Cost (including P&A)||35-40 crore|
|Satellite, Digital, Music, and Ancillary Rights||15-20 crore|
|Recovery Remaining||20-25 crore|
The screen count, though not confirmed at the moment, isn’t expected to be more than a 1000 (based on inputs from a source close to the production house), and would be expanded based on how the word-of-mouth spreads. Coming to the opening, the film isn’t tracking as well as it needs to, reiterated by trade analyst Vishek Chauhan, wherein he highlights certain key factors for the buzz being quite low.
“The initial promos and music had generated some interest because of the family-friendly feel, but once word spread of the supposed homosexual angle of the leading lady (hinted at but not yet confirmed by the makers), the buzz has completely dropped. Currently, there are hardly any takers for the advance booking, and I don’t feel it’ll improve as the release draws near or even on day one. Though such fresh stories, which challenge stereotypes and societal norms, are needed, the fact of the matter is that the general Indian-family audience isn’t yet ready for them. Some footfalls (tickets sold) may come from old fans of Anil Kapoor and Juhi Chawla, since they’re reuniting on screen after such a long time, but that’s about it. Contrastingly, this film would have found better acceptance had it had a more niche or youth-oriented feel. By giving it a family look but interjecting a bold topic, the makers may alienate both the family and youth audience. The content, and resultant word-of-mouth(WOM), will need to be extremely good for the film to pick up.”
Based on Chauhan’s inputs, the film is expected to far less than ideal opening:
|Parameter||Nett Prediction (INR)|
|Opening Day||2-2.5 crore|
|If WOM picks up||2.75-3 crore|
Moving on, let’s analyze how much the film need to collect at the box-office in order to emerge profitable:
|Verdict||Nett Collection (INR)|
|Disaster||Below 20 crore|
The stakes aren’t that high for Ek Ladki Ko Dekha Toh Aisa Laga, but owing to its subject matter and low buzz, the collections will almost entirely be dependent on word-of-mouth. The film needs to boast extremely strong content like a Queen (another film that opened low but picked up remarkably), and then, the word-of-mouth will have to spread like wild fire before the makers entertain any thoughts of making a profit.
Image Source: Fox Star Studios
With inputs from trade analyst, Vishek Chauhan
*Nett Collection = Gross (total collection) – tax
Disclaimer: Our box-office figures have been compiled from reliable trade sources and our own extensive research, and are indicative of the film’s performance and buzz in the trade.However, Movified doesn’t claim any legitimacy over the accuracy of the data,and cannot be held responsible for any discrepancy in the same.