, a Diwali time release this year may not have made a
benchmark worth vying for at Box Office; but that certainly did nothing
to its extraordinary hoarding at DTH, worth 21 crores!
beginners, DTH stands for 'Direct-to-Home', a relatively newer but
definitely fast emerging second platform for movies to release. Main Aur Mrs. Khanna
was set to hit BO and DTH simultaneously and while its success at the
former was short lived, if any, the profits made via DTH have come as rescue
for the project and its team in belated solace.
We can then
only assume that the movie just did not rouse enough interest to
encourage moviegoers to give it a try, promptly enough, and in person. Not even on the Diwali weekend,
which in part can be a role played by the competition MAMK
faced from clashing releases - Blue
and All the Best
, the same Friday.
DTH, was also used as a parallel platform for several previous movies including What's your Rashee
, Rock On
, Delhi 6
, Jodhaa Akbar
and Aa Dekhe Zara
However, Main Aur Mrs. Khanna
has set a new record with its gross
earnings on this medium, the subscription for which at the moment is a
whooping figure approximating 16 million and is expected only to go
higher. Director Prem Soni has been heard to be overjoyed at having
established such a record.
Gone are the days then, when one
would hear of movies celebrating silver or golden jubilee weeks running
in halls, or others like Sholay
which played in the Mumbai halls for years after their respective release dates.