Exclusive: While ADHM's screens reduce, Shivaay still continues to rule

Mumbai: 'Ae Dil Hai Mushkil' and 'Shivaay' have been involved in a much publicized clash, courtesy to the Diwali box-office associated hype coupled with the ugly altercations between the two camps that preceded the release of the two highly anticipated films.

While 'Shivaay' had a generally uncontroversial post-productive promotional run, ‘Ae Dil Hai Mushkil’ was all over national media, courtesy to the casting of Fawad Khan, in the wake of the Uri terror attacks and India’s retaliatory surgical strike.

ADMH did benefit from the massive hype and publicity and emerged as the better earner through the opening weekend, while ‘Shivaay’ ruled the single-screens. After a week of box-office run ‘Ae Dil Hai Mushkil’ grossed a whopping 84 crores approximately, ‘Shivaay’ managed to rake in a good 75 crore rupees so far.

We hear, the screens of ADHM have been reduced, while Shivaay is still ruling single screens all over. When contacted trade analyst Kumar Mohan, he said, “Yes, the screens of ADHM must have reduced since the film opened well in the multiplexes as it catered to the urban market while Shivaay is a typical massy film and hence ruling single screens all over. Days were gone when the film used to run for 25 weeks or a year, today every film opens all over and run for less than a month so naturally the multiplexes will have changes every Friday that has affected ADHM too.”