After being in news for over a year, 'Matru Ki Bijlee Ka Mandola' finally releases this weekend. Surprisingly though, it hasn't quite created as much heat as one would have expected the first major release of the New Year to create.

The promos started at just the right time, the leads (Imran Khan and Anushka Sharma) enjoy a good following while the director (Vishal Bhardwaj) too promises to bring something new each time around. However, this hasn't quite resulted in the kind of hype which could promise a sure shot super success in the making.

One of the major reasons behind that are the promos which have garnered mixed reactions. Whether it is the talkie or the song promos, there are extreme reactions already.

This means that while amongst the niche audience, especially in the multiplexes urban centres, the film may see good footfall, the same can't be said for rest of the country. Presently, this appears to be a film which could go the either way and lot would depend on the word of mouth to see which way does it tilt.

This translates into the fact that while from the opening perspective one sees a 40%-60% footfall depending upon centres and locations, it may see better occupancy at some of the premier multiplexes in metropolitan cities.

The film benefits from the fact that it is a first major release three weeks after 'Dabangg 2' and for youth that has been waiting for its regular dose of cinema, there is at least something in the offering.