EMI hasn't worked with the audience. The film which has been in the making for a year and has been postponed a few times before hitting the screen yesterday has opened to poor reviews and lukewarm audience response.
Even before its release, EMI was cold within and outside the industry and poor promos (which improved a little around the release time but were still not great) further proved to be a spanner in the publicity plans for the film. The songs didn't click and the buzz was clearly missing. Though the film made a wise decision of moving away from the HEROES, ROADSIDE ROMEO, GOLMAAL RETURNS and FASHION competition this Diwali, it being a sole multiplex release (EK VIVAAH AISA BHI has opened only at single screens) hasn't helped the film either.
Audience has been indifferent to the film while the reviews have ranged from poor to barely average. The only redeeming factor about this film is Sanjay Dutt but he alone too hasn't been able to salvage the show. The way the film is currently performing with THE QUANTUM OF SOLACE doing relatively better and DOSTANA arriving next Friday, it seems that this EMI may have a short sustaining period at the box office.
If this indeed happens, it would be yet another disappointing outing for Balaji Motion Pictures and Popcorn Motion Pictures who have seen disappointments this year in the form of C KKOMPANY and MISSION ISTANBUL respectively.