VIVAH: Case study for release strategy and market placement
By Joginder Tuteja, Bollywood Trade News Network
VIVAH is certainly going down as a case study when it comes to release strategy and market placement for a film!
Currently in its 10th week, VIVAH is still in Top-5 of the box office charts and is next only to GURU, BHAGAM BHAG and DHOOM 2. Ever since its release alongside APNA SAPNA MONEY MONEY, which has now exited after a decent run, VIVAH has maintained steady collections at the box office.
With minimal falls from one week to the next, the film has seen an increment in number of prints on a continuous basis (barring a week or two) and can still be seen at theatres across every nook and corner of the country.
While current market scenario dictates maximum money inflow from multiplexes, VIVAH has been a uniform success story across A, B and C centers with collections from initial weeks dominated by multiplexes while last few weeks showing consistent collections from single screens across smaller centers.
In spite of not-at-all-happening music and just about reasonable hype and promotion, VIVAH has turned out to be a winner with more than 26 crores in the kitty and still counting. Now that's indeed a case study!