MUMBAI: Going by Cinematix, the weekly tracking tool that measures the awareness and interest to watch upcoming releases, Sanjay Leela Bhansali‘s Guzaarish is set to have a lukewarm opening at the box office.

In the week before its launch, the film scored lower than Hrithik Roshan’s last film Kites on Unaided Awareness (42% vs. 55%) and Interest (58% vs. 71%).

As per the predictive model, Guzaarish will have a net opening weekend collection of Rs. 170 to 180 million assuming that the film releases across 850 cinemas. This would mean that the movie will not feature in the list of the top 10 opening weekend grossers of this year.

The predictive model takes into account the film’s performance across the four Cinematix parameters – Unaided Awareness, Total Awareness, Appeal and Interest.

Data over the last six months has been used to predict a film‘s opening weekend net collection on the basis of its Cinematix scores. The model can predict the opening weekend collections of a film with an error margin of less than 15 per cent.

Films currently in the Cinematix track include Break Ke Baad, Rakta Charitra 2, Khelein Hum Jee Jaan Sey, Band Baaja Baaraat, Yamla Pagla Deewana, Run Bhola Run, Dhobi Ghat, Toonpur Ka Superhero, Tees Maar Khan, No Problem etc.

Developed and run by media research and consulting firm Ormax Media, the weekly Cinematix track is conducted across the key theatrical revenue markets - Mumbai, Delhi, Ahmedabad, Lucknow and Indore