Despite the hype, box office cold to Aaja Nachle

DULL RESPONSE: The film has opened to an average 50 per cent collections in multiplexes across North India.

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Mumbai: While Madhuri Dixit's comeback film Aaja Nachle has faced trouble with Dalit organizations since its release, the hype has not helped its business in the theatres.

Apart from the tremendous marketing machinery that pushed the Yash Raj musical Aaja Nachle to the audience, the much-hyped ban that the film faced in UP and Punjab gave it even more publicity. However, the audience's interest has not been raised as is evident from its collections.

The film has opened to an average 50 per cent collection in multiplexes across Western and Northern India while In Mumbai's single screens, the film has opened to less than 30 per cent collections.

Upon being questioned about the film's poor response, the director of Aaja Nachle, Anil Mehta, said, “I have been so busy talking to the press that I can't seem to find out how the film is doing. I would want to watch the film with the audiences to know what they think of it."