Fox Star Studios is not marketing Hamari Adhuri Kahani alone. Mahesh Bhatt and his brother Mukesh, who have allowed Fox Star Studios to market all their joint ventures so far, are now over-viewing their marketing strategy for the Emraan Hashmi-Vidya Balan starrer.
Confirming this, Mukesh tells SpotboyE.com, “We have taken the marketing in our hands and seen to it that we are pitching the film for Indian women. They (Fox Star) continue to market the film, but we are overseeing everything. They did quite a few blunders during our last film with them, Mr. X and we don’t want that to happen again.”
Clearly, they are not leaving anything to chance after their bitter experience. Mr X had reportedly raked in only Rs. 24 crore. This was a disappointing figure for a film with a budget of Rs. 39 crore.
Following the dismal run, Mukesh called up Vijay Singh, the CEO of Fox Star. He owned up. He accepted that they had gone wrong with the promotions of Mr. X and that was one of the major reasons why the film didnt fare well.
Mahesh had taken to Twitter to blame Fox Star when Mr. X did not click. But later, he took the blame upon himself.
Mukesh prefers not be diplomatic. We had differences with them (Fox Star Studios) in the marketing of Mr X. Nobody knew what the film was about. People were confused. And that was one major reason why the film did not do well. The films content may not have been wow but itd have done better if the audience had been clear about what film has for them. 
Mukesh feels that Fox Star Studios did not market Bombay Velvet correctly either. I know that even Ranbirs (Kapoor) Besharam had bombed, but at least, it collected Rs 9 crore on Day One. When Bombay Velvet released, nobody went to the theatres on Day One even though Ranbir is the biggest star of this country. Isnt it simple that the public did not go because they did not know what Bombay Velvet is all about?
Will they continue working with Fox Star Studios? Mukesh replied, I have not thought of it. I might, I may not, Im keeping my options open. Why should it be over? We have not fought, theres nothing gone wrong between Fox and us. Vijay Singh is a lovely person. Theres no misunderstanding between us. But that does not mean that we have to continue forever. I dont want to get stuck that I am only working for one person, thats sending wrong signals to others in the film industry.
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