Vishal Bhardwaj has done it again. After the success of "Kaminey", his rustic "Ishqiya" has beaten the Amitabh Bachchan starrer "Rann" at the box office, thanks to its appealing content.

Both movies released Friday and had star-studded red-carpet premieres in the capital Thursday, but "Ishqiya" took the cake with almost 80 percent collections in the opening weekend. "Rann" got only around 30 percent collections.

"'Ishqiya' has got a strong opening in both Delhi and Uttar Pradesh in both multiplexes and single-screens. It has got around 80 percent business over the initial weekend, " Yogesh Raizada, corporate head (cinemas) of Wave Cinemas, told.

"The dialogue delivery in the movie is very good and it is a typical masala movie but the drawback is that everyone might not like it because it has its own class. While 'Rann' is gripping but has managed only around 30 percent opening. There has been no initial for this one. It has its own class but no mass appeal, " he added.

Delhi-based distributor Joginder Mahajan also echoed the same.

"'Rann' has fared very poorly thanks to its subject. 'Ishqiya' on the other hand has been average vis-a-vis 'Rann'. It is an ordinary affair with local appeal. Though the masses are watching it but the film is not for everyone because some are finding it a bit cheap, " said Mahajan.

"Surprisingly, 'Ishqiya' is performing better in multiplexes and not in B and C sectors. We are expecting it to earn an average Rs.2 crore overall in Delhi and Uttar Pradesh, " he added.

Distributed in India by Boney and Sridevi Kapoor's film and television entertainment company BSK Network and Entertainment Pvt Ltd, "Ishqiya" has been co-produced by Shemaroo Entertainment and Vishal Bhardwaj.

The directorial debut of Abhishek Chaubey, the movie has actors like Naseeruddin Shah, Vidya Balan and Arshad Warsi.

"Rann" on the other hand has been made at a budget of Rs.30 crore and is primarily about the conflict between business and conscience in the electronic media. It features megastar Amitabh Bachchan along with Riteish Deshmukh, Gul Panag and Paresh Rawal.

"The failure of 'Rann' has again given a dud out of Ram Gopal Varma's camp. While 'Ishqiya' has the rustic and poetic appeal very common to Vishal Bhardwaj. No matter whatever the fate, his movies somehow do manage to leave an effect on the audiences' minds, " said an industry source.

Expected to stretch for the week, "Ishqiya" now sees competition with Shah Rukh Khan-Kajol's much-awaited first release of the year "My Name Is Khan" releasing Friday.

Directed by Karan Johar, the film marks the coming together of Johar, Shah Rukh and Kajol after nine years after their last outing 'Kabhi Khushi Kabhi Gham' (2001).