The box office verdict is clear and unanimous. Subhash Ghai's much-anticipated magnum opus "Kisna" has flopped. The disappointed exhibitors of the Rs.300 million saga have dismissed all possible expectations they had from the film.

Some exhibitors have even replaced it with the more happening Rs.25 million "Page 3".

Ghai has lost it again after "Yaadein", but this time the loss is both monetary (Ghai released the film himself in major territories) and critical.

So what went wrong with "Kisna"? Glamsham reports the views of leading exhibitors.

Manoj Desai, executive director of G-7 multiplex, said: "I think 'Kisna' failed on several fronts. To start with the timing of the Eid release was wrong.

"How can you expect a film - with a title like 'Kisna' - to be patronized by Muslim audiences during Eid?

"The film itself is a letdown on several counts, one of them being Vivek Oberoi's get-up. The promos had projected him as a warrior and a poet but his get-up hardly looks the part.

"Subhash Ghai's script left a lot to be desired with the second half stretching indefinitely. Honestly, I think it is pack-up time for Ghai's creativity."

Sanjay Mehta, a veteran Delhi-Uttar Pradesh distributor and exhibitor, tells: "We released the film at two theatres and the opening response was below expectations.

"Audiences who saw the film were totally disappointed. I saw a lot of people walk out mid-way.

"I think the film has taken a beating on every front: script, story, characterization, music and release date. "The very basis of the film was not a dependable one. Ghai should have known that historical subjects need to be exceptional to be acceptable at the box-office.

"In trying to please everyone, Ghai confused a love story with an action film. The action hardly appealed to the romantic crowd and the romance misfired with the masses.

"The film might have done better had it been made with a newcomer instead of Vivek Oberoi, who hasn't had a very promising track record.

"Also 'Kisna' doesn't have the melodious score so characteristic of Subhash Ghai films like 'Taal' and 'Pardes'.

"The biggest mistake was to release the film around Eid. That didn't appeal to the popular Muslim sentiment. It might have done better had it been released during Diwali."

Sanjay Dalia, general manager of Cineline theatres, said: "Audience response indicates it's been rejected by both the masses and the classes.

"Vivek's journey from Haridwar to Delhi, his high-flown speech on the ethics of love to an English girl were things audience couldn't digest. His longhaired look didn't appeal either.

"'Kisna' is unlikely to have a long run. In fact, I have replaced some of the shows with 'Page 3'."

Arun Sharma, programming manager of INOX said: "I personally liked 'Kisna' for its brilliant cinematography, choreography and rich production values.

"The film opened to an above average response at INOX but audience reaction has been mixed. I agree it's a losing proposition. But I wouldn't call it a debacle.

"I don't think its failure indicates that audiences don't find period films appealing. 'Alexander', for instance, did fairly well at the Indian box-office."