No one killed Jessica recovers cost before release

Rani Mukherji starrer No One Killed Jessica (NOKJ) is yet to hit the silver screen, but the producers have already recovered the cost of production from the sale of satellite and music rights of the film.

Siddharth Roy Kapur, chief executive officer, Motion Pictures-UTV said: “The expectations from the film are very high and we are confident the movie will do well with viewers. As regards the commercials of the film, we have already recovered our investments through the pre-sale of music and satellite rights. Theatrical revenues would bring in profits.” The budget for the film based on the controversial Jessica Lall murder was Rs 9 crore.

The movie will be released in around 650 screens across the country tomorrow and in over 150 screens in the US, UK, South Africa and Australia. Komal Nahata, editor of Film Information and koimoi.com said: “Even though NOKJ is an issue-based movie, the music has caught on with people. The promos have raised considerable interest. There are power-packed performances and the film stands to do well.”

Exhibitors have their cash registers ringing through advanced bookings in theatres across the country.

Prakhar Joshi, head of programming, PVR Cinemas said: “There is a very strong word-of-mouth publicity about the movie. The reports from the premier have been good. There is no other big movie slated for release this week. The movie should do well and register good collections for at least 4-5 weeks.” PVR is releasing the movie across 75 screens.

Cinemax, which opened bookings for NOKJ on Wednesday, has already sold 15 per cent of the tickets for the weekend. “The reviews are good. Even in tier-II cities the consumption pattern is changing and people are demanding better content. The Jessica Lall case had been in the headlines for over a decade and we are seeing interest for the movie among people in both urban centres as well as in smaller towns and cities”, said Sunil Punjabi, chief executive officer, Cinemax.

Jayendra Banerji, vice president, Satyam Cineplexes, said: “In Delhi circles particularly the movie should do well. The movie is primarily targeted at multiplex audiences. While the opening may not be comparable to say, Dabangg, the film will pick up on word-of-mouth publicity.” Satyam is screening the movie in three theatres in Delhi, and on screens in Indore and Jodhpur.