Mumbai42 minutes agoWriter: Amit Karn
Based on the injustice done to Kashmiri Pandits, ‘The Kashmir Files’ can break the record of Aamir Khan’s ‘Dangal’ at the box office. The box office collection of ‘Dangal’ in India was around 400 crores. Trade analyst Atul Mohan says that ‘The Kashmir Files’ can break the record in terms of life time.
Taran Adarsh even said that it can cross 150 crores in the second week of its release. The collection, however, exceeded that expectation. In this way, the film’s worldwide collection was more than 192 crores 35 lakhs in 10 days. In a special conversation with Dainik Bhaskar, Atul Mohan admitted that this film can prove to be the ‘gadar’ of this decade.
Mouth publicity increases screen count by six times
Atul says that ‘At the time of release, it was released on only 561 screens. Now this count has exceeded 3500. This kind of miracle happened earlier with films like ‘Uri’, ‘Hum Aapke Hain Koun’ and ‘Sholay’. This is because the mouth publicity of all of them was very good. Therefore, the cinema halls increased the screen count of all the films like these by five to six times. According to Alok Tandon, CEO, Inox Cine Chain, on the first day of release, where 40 thousand tickets were being sold at the rate of daily, now 2.5 lakh tickets are being sold every day.
People came out to watch a film on Holi as a ritual
Atul Mohan said, ‘The number of people watching this film is increasing day by day. It opened at 3.5 crores. Now it is collecting from 15 crores to 24 crores daily. In nine days, it has collected 141 crores and 25 lakhs in India. People also came to theaters to see it on the day of Holi. Usually this happens less often. Here in this case people came to see it as a festival ritual.
Tax free in eight states, although there is no reduction in ticket rates
Trade analysts said, till now it has become tax free in eight to nine states of the country. These include states like Haryana, Gujarat, Madhya Pradesh, Karnataka, Goa, Tripura, Uttar Pradesh, Uttarakhand. Bihar was also the new state to be included in this list. The administrative staff in these states also encouraged their employees to watch this film. However, despite being tax free, there was no reduction in ticket rates in those states. The occupancy in cinemas till Holi was 80 to 90 percent.
The mood of the nation and the connection of new generations also made a point
Trade analyst Taran Adarsh said, “Often, big budget films enter the 100 crore club by releasing their films on screen counts at wholesale rates within three days of release. Here this film has got more than three and a half thousand screens from mouth publicity. Atul Mohan said, this could also happen because the curiosity about the film continued to grow among the people. Since independence, many generations till now have been associated with the subject of films. The new generation from above also showed interest in knowing the truth of Kashmiri Pandits and the situation of that time. Then there was a special crowd in the cinema halls.
Huge buzz in social media
People searched it a lot on social media. In the last seven days, there has been a lot of increase in every issue related to it and knowing about former CM Farooq Abdullah. The film got the benefit of this. According to experts, ‘whether or not the star culture will break after this film, it will be a matter to be seen, but it has been established again that the content is not only the king, but an entire kingdom. In the case of such films, there is no need for a big star face. Like Vicky Kaushal was not a big star during ‘Uri’. He was a good actor, but after ‘Uri’ he became a star. Ayushmann Khurrana and Rajkummar Rao also continued to get the support of strong content and they continued to reach higher heights.
Will come after eight weeks on OTT
Trade pundits believe that after a long time such a film has come, which is making a splash in theatres. In such a situation, its producer and distributor company Zee Studios will allow it to be engaged in theaters first. After earning big from there, it will release on OTT only after a gap of at least eight weeks. It is about to be officially announced. It will be an OTT release on Zee5.