Mumbai: Rajshri Productions’ Ek Vivaah Aisa Bhi, starring Sonu Sood and Eesha Kopikkar, will release all India with 90 prints only in single screens.
National multiplex chains like Big Cinemas, Cinemax, Fame Cinemas, Fun Cinemas, Inox Leisure and PVR Cinemas will not release the movie in any of their properties, neither multiplexes nor single screens.
When contacted by Businessofcinema.com, Rajshri Productions marketing and distribution head P S Ramanathan said, "Ek Vivaah Aisa Bhi is releasing countrywide with 90 prints. We want to establish the film first and then go wider with the release later. I am very confident about the movie."
Ramanathan also mentioned that as of now, Rajshri will not be releasing the movie in multiplex chains. "We will take a call on that later," he said.
An official from a multiplex chain on condition of anonymity says, "Rajshri is very conservative with their release strategy. They wanted to release the movie with just two leading multiplex chains and that too in select properties. Therefore all the chains unanimously decided to stay out of this."
Meanwhile, the movie opened in Bihar on Wednesday (5 November) on the occasion of Chhath Puja. It released with six prints in Patna, Murtizapur, Begusarai, Chapra, Darbanga and Sitamarhi towns. Ramanathan adds, "The film has taken a 100 per cent opening in Bihar today."
The film is also releasing overseas with 17 prints.