Prithviraj’s ‘Aadujeevitham’ hit screens in five languages— Malayalam, Tamil, Telugu, Kannada, and Hindi, on March 28 much to the delight of movie buffs. The film has fared pretty well in Kerala and select overseas markets. It, however, hasn’t been able to make much of an impact in Hindi.
According to Ramesh Bala, a trade analyst and tracker, the Hindi version’s collection is less than Rs 1 crore.
“See, the Malayalam version might have found some takers in Mumbai but the Hindi one has failed to deliver a significant performance. Its collection will be around Rs 1 crore or less,” he told News X.
Explaining the reasons behind ‘Aadujeevitham’ being a non-starter in Hindi, Ramesh said that the film has a slow narrative and lacks action elements.
“The genre is not right. This, unlike ‘Saaho’ and ‘2.0’, isn’t an action film. Such content is difficult to market. So, it ended being a token release,” he said.
The lack of promotions in Hindi too worked against ‘Aadujeevitham’.
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“There was a lack of promotions and awareness in the Hindi belt. As a result, the collection has been underwhelming so far,” exhibitor Akshaye Rathi told News X.
‘Aadujeevitham‘, meanwhile has received rave reviews with critics lauding Prithviraj’s performance. The positive word of mouth may help it in its second week as there are no major new releases in Hindi this Friday.
It, however, is likely to get sidelined once ‘Bade Miyan Chote Miyan’ hits screens on April 10. Interestingly, Prithviraj plays the villain in the Bollywood flick.
‘Aadujeevitham’ is adapted from a novel of the same name and focuses on a Malayali immigrant labourer forced into slavery on a secluded farm in Saudi Arabia. The film stars Amala Paul as the leading lady and is directed by Blessy.
It is produced by Blessy, Jimmy Jean-Louis, and Steven Adams. AR Rahman is the film’s music director.
‘Aadujeevitham’ was released in theatres on March 28.
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