Kajol’s highly anticipated horror film MAA has had an impressive start at the box office, thanks to her star power, the popularity of the horror genre, and positive word of mouth from the fans.
However, behind the scenes, the film’s producers are completely disappointed with the film’s release strategy and distribution of the shows, as they believe these issues are limiting the movie’s true potential.
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According to sources close to production, MAA was released on around 1500 screens, though the makers had hoped for at least 2000, considering the film’s association with both Ajay Devgn and Kajol.
Producers claim that despite the film being a family watch and having a U/A rating, it failed to acquire the prominent afternoon and evening slots in many cinema houses, which in turn directly impacted the film’s overall box office collections.
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The producers have revealed that this isn’t the only instance; there have been similar scheduling issues in other regions across many states that have resulted in a suboptimal response at the box office.
A few days back even Warner Bros. production was upset with the Multiplex chain after it failed to allot a reasonable number of screens to F1: The Movie.
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There were reports from the previous week that some theaters were promised the opportunity to screen Sitaare Zameen Par. The distribution team also provided these theaters with publicity materials; however, they were left hanging when PVR Inox failed to deliver the movie at the last minute.
Industry experts believe that crowded release weeks and distribution mismanagement often lead to show-sharing disputes for almost every new release these days.
While PVR Inox hasn’t officially stated anything regarding the mismanagement, producers remain firm that a fairer release strategy could’ve resulted in even greater success for MAA.
