It all began with HUM AAPKE HAIN KAUN in 1994 when Rajshris released their Salman Khan Madhuri Dixit starrer with less than 30 prints. Despite the limited release, the film went on to achieve the status of one of the biggest hits of the Hindi film industry ever. The strategy paid rich dividends yet again as their last film, VIVAH (2006) too released with just over 175 prints and the results were historic. Rajshri's formula of small release followed with gradual increase in the number of prints, as per the demand (in keeping with the positive response to the film) has always worked big time. So, its but natural that one of the biggest production (also distribution) house of the country has once again (deliberately) gone in for their magical formula of a limited release.
As is known to all, their latest film, EK VIVAAH...AISA BHI, starring Eesha Koppikhar and Sonu Sood, has released worldwide today, 7th November and like on the previous occasions, Rajshris have gone in for a limited number of prints.
For those interested in the nittygritty of trade figures, here is the exact data. EK VIVAAH...has been released in 87 cinemas across India and 17 in the Overseas (6 in UK, 7 in US and 4 in the UAE). As we had told you a couple of days back, EK VIVAAH... AISA BHI has already released (with 6 prints) to an overwhelming response in Bihar, last Wednesday and the result in the remaining places is expected to be on similar lines.
Here is wishing the best to the film and the Rajshri banner who have successfully kept the Indian tradition and values flying high through their films.