Mumbai: Rajshri Productions’ Ek Vivaah Aisa Bhi, which is currently running in its fourth week in single screens, opened in select multiplexes across the country on 28 November. The film is now playing with 113 prints across the country.
The movie is being screened in multiplexes of cities like Gurgaon, Bharuch, Surat, Vadodra and Indore amongst others. In Mumbai, it is being screened in areas such as Vashi, Kandivali, Dahisar and Sion.
Rajshri Productions marketing and distribution head P S Ramanathan said, "Ek Vivaah Aisa Bhi has done well in the interiors of India for three weeks. So for the fourth week we requested the multiplexes to play the movie in a single show at few properties. Since it is a small movie we also wanted to test whether the multiplex audience would be keen to watch it."
On 7 November, Ek Vivaah Aisa Bhi released in single screen theatres across the country with 87 prints. The national multiplex chains stayed away from the movie due to differences over the release strategy being adopted by Rajshri, about releasing the movie in select properties of select multiplex chains only.
The film opened in 87 single screens in the first week, and faired exceptionally well in Bihar. It also managed good business in Gujarat and Rajasthan. In the second and third week the number of prints reduced, and the film played in 75 single screens and in 55 single screens in the second and third week, respectively.
The movie stars Eesha Koppikhar, Sonu Sood, Alok Nath, Smita Jaykar and Vishal Malhotra. It is directed by Kaushik Ghatak.