However the makers (Yash Raj Films) seems to have thought of a different strategy for the film’s release. Even though the film’s First Look arrived with a bang (the theatrical promo has been widely and unanimously appreciated), the gears haven’t changed drastically enough to place Aurangzeb into a rip-roaring mode.
After the success of Ishaqzaade, one would have expected the promotion of Aurangzeb to have hit the roof. With Arjun Kapoor in a double role and a stellar cast comprising of veterans like Rishi Kapoor and Jackie Shroff, the film had ample ammunition in store to be unleashed.
Moreover, there hasn’t been a song-n-dance routine exploited either due to the genre of the film and hence the visibility has been further controlled. All of this means that from an opening perspective, a lot would depend on the word of mouth doing the trick. However, a start of 40%-50% would be good enough for Aurangzeb to find a decent footing for itself since it doesn’t have much for competition and would find maximum screen space for itself at multiplexes. Also, it appears to be a good dramatic saga in the offering and also a family affair that should eventually find an audience at multiplexes as well as single screens.
Second release of the week, I Don’t Luv U, has seen some decent promotion for itself. The film deals with a topical subject (MMS exchange) and added buzz along with better marketing could have added to the curiosity factor. However the challenge would be to find a good all-India release as well as appropriate show timings. Moreover with a largely newcomer cast, the film would have to rely entirely on word of mouth.