Prabhu Dheva's 'Action Jackson' has hit cinemas today. Though the reports pouring in are not encouraging with critics giving it a thumb down, the exhibitors however are upbeat and hoping for a huge weekend.

Programmers from various multiplex chains and exhibitors believe that in spite of releasing on a non-holiday, and not a warm welcome by the critics Action Jackson will enjoy a smooth run at the weekend thanks to its action and Ajay Devgn's star power.

Hear what the exhibitors have to say about this touted action comedy starring Ajay Devgn ans Sonakshi Sinha in lead directed by Prabhudeva.

Ansh Kapoor, Fun Cinemas

Action Jackson is turning out to be a magnum opus after a dull November, which was a disaster as none of the films worked, even those featuring big stars. Advance booking for the film started on Tuesday and the film is releasing on a non-holiday but the film will take a gigantic opening and hold strong over the weekend. At present, ticket sales are more than 50 per cent and the numbers will grow by late evening. On average, we have allotted 12-14 shows per property. This is a solo release, which is an advantage.

Amar Laykar, PVR Cinemax

Ajay Devgn and Prabhu Dheva have come together for the first time and everyone is looking forward to seeing the new action created by both of them. This film will undoubtedly ring in gigantic numbers inspite of releasing on a non-holiday. The last few months were quite dull, which is why everyone has high hopes from Action Jackson. Also, being a solo release, we will run maximum shows. The outstanding response to the advance booking suggests that we will sell out the weekend shows by this evening.

Debashish Sengupta, Priya Entertainment

The buzz around Action Jackson is very high and we opened advance booking on Tuesday because queries started coming in last weekend. Advance booking for Friday evening's shows are almost full in most of our territories. Ajay Devgn has his loyal fans and does Prabhu Dheva. The two of them have worked together for the first time, so the film is bound to see a fantastic weekend.

Prem Lakhani, Rajhans

Expectations from Action Jackson have grown with the release of every song and dialogue promos. Last month was very bad for exhibitors all over India as not a single film did good business. Now all eyes are on Action Jackson. Since this film is releasing in the first week of December, the audience will definitely go and watch their favorite director Prabhu Dheva's film at the weekend.

Akash Jalan, Eylex

The last few months saw barely any bumper films after Happy New Year. All eyes were on November as the films looked decent by their trailers didn't turn out to well. Now all eyes are on Action Jackson, as Ajay Devgn will be seen doing Prabhu Dheva's kind of action for the first time. Advance booking for the first day is 50-per cent sold out already in spite of it being a non-holiday. It will go up to 80 per cent by evening. Ashutosh Aggrawal, Star World After a dull November, we will finally get to see good collections at the box office with Action Jackson. It's an entertaining family film and as the title suggests, it will have action as well as dancing.

Bhuvanesh Mendiratta, Miraj

Expectations from Action Jackson are very high as the last month was a disaster for exhibitors. Not only last month, I would say Q3 (financial quarter) was not great at all whereas this quarter is usually a great quarter for exhibitors as well as for distributors as it sees the biggest releases of the year. Action Jackson is a combo package of Devgn and Prabhu Dheva and we expect a huge weekend.

Our properties in Mumbai, Pune and Gujarat are seeing huge advance bookings as Prabhu Dheva has a huge fan following in these cities.

Ashish Singh Baghel, Bioscope

The peppy dance number and catchy lyrical songs have fired the imagination of audiences and as a result, queries for Action Jackson started coming in last weekend. Hence we opened advance booking on Tuesday, which usually happens only with big films that release on holidays. Without a doubt, the weekend will reel in huge collections.

Mayank Shroff, Cinepolis

Advance booking for the film is very strong, especially for Saturday and Sunday. So far, the film has drawn an outstanding response at the ticket window and is creating a huge buzz. With an over 60-per cent response to advance bookings, we predict nothing short of an exceptional weekend.

Ashish Gogia, Sun City

The film took a fantastic start during advance booking at our properties as it started on Tuesday evening, So far, 50 per cent tickets are sold out for Friday's shows and we expect superlative net collections during the weekend. The film will be a blockbuster.

Watch 'Action Jackson' Trailer