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 Two releases separated by a week couldn’t have been more distinct
than this. After a men-affair like Once upon A Time In Mumbaai which was
largely dominated by Ajay Devgn and Emraan Hashmi, is time for some
female bonding with Aisha hitting the screens this week. The promos
clearly indicate that this would be a women-dominated show. Aisha
clearly is the launch-pad for Sonam. Dad Anil Kapoor and sister Rhea
have come together to ensure that this indeed happens.
The film is primarily targeted at the urban audience since the entire
set up of designer bags, Victorian costumes, high society parties,
sprawling farm houses and the basic narrative style is clearly closer to
a Farhan Akhtar than, say for example, Subhash Ghai. This means that
the film would primarily be arriving at multiplexes with limited
presence in single screens. This makes sense as well since Abhay Deol,
the lead actor in the film, has primarily been appreciated by the
thinking audience so far and he too isn’t quite leading from the front
here.
One can’t expect an extensive release for Aisha which doesn’t qualify
to be a 1,000 prints affair. Enjoying a moderate release for itself,
Aisha should take an average start (in the 50–60 percent range) and then
wait for the word of mouth to catch up if the product is indeed good.
Owing to the fact that the film’s music is reasonably popular and the
promos too have been appreciated amongst the target audience – the
elite – Aisha could find itself in a safe zone unless the final product
is a total letdown.
A word of caution though – Aisha, despite arriving solo, would face
competition from Once Upon A Time In Mumbaai, which would be seeing good
eye balls coming it’s way for second straight week in succession.
Joginder Tuteja/Sampurn Wire
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