Chennai Express tickets get dearer by 20 to 30%

Analyst says the movie is set to break many records this week across all circuits

As the premier date draws closer and the buzz around Disney UTV Studios and Red Chillies Entertainment's Chennai Express increases, cinema halls have hiked ticket rates for the movie's opening weekend by almost 20 to 30% on an average depending on the city and location. This coupled with a wide release in 3,700 to 3,800 screens across the country makes the prospects of the film very promising.

Suniel Wadhwa independent distributor and box office analyst says, “Chennai Express is set to break many records this week across all circuits. The opening weekend record will surpass many films and its has huge potential  to be the highest opening for a Friday release considering the scale of the release.” The highest opening day record currently rests with Ek Tha Tiger at Rs 31 crore net approx.

All the marketing and promotions undertaken by the film producers seems to be paying off as the audiences' interest in the movie is evident from the fact that advanced booking for the movie is hovering around 40 to 45% of the capacity pan India.

According to sources, the movie is seeing very strong prospects in western India, especially the Gujarat territory where advance booking has been seen up to 80%. The north however has been slow to catch up according to Shaaminder Malik, film trade analyst and exhibitor for Delhi and Uttar Pradesh.

“There is no denying that there is hype around the movie. While any Shah Rukh movie is much anticipated, there has been a mixed response in the north. The movie will do very well on the opening day considering it is also Eid, but calling it the next Rs 200 crore movie may be a bit premature,” he adds. According to him, the advance booking in the north averages around 20% of the capacity till date, which may go up tomorrow.

Gautam Dutta, COO, PVR Ltd. said, “Considering it is a typical Rohit Shetty film, SRK fans are eager to watch him jump off the cars and trains with near perfection. With 1000 shows by PVR across India, the multiplexes are witnessing strong advance booking, expecting the occupancy level to reach over 90% at the time of the release. The advance booking status clearly indicates that the audience is eagerly waiting for this movie.”

The highest opening weekend collection this year was by Yeh Jawaani Hai Deewani (Rs 62 crore) follwed by Race 2 (Rs 51.30 crore) and Bhaag Milkha Bhaag (Rs 33.35 crore).

The producers have also kept paid preview shows on Thursday night which is also seeing a healthy response from audiences. According to Wadhwa, “With current bookings the paid previews could account for Rs 9-10 crore which itself will be a record.”

The film's budget is reported to be approximately Rs 70 crore.