One of the only few successes of the year so far, DEV D, has more reasons to celebrate. This weekend, the film entered its 15th week and on Sunday, it completes a 100 days run at the box office. Considering the fact that 100 days were a big deal even in the age of single screen cinemas, this Abhay Deol starrer continuing to have a very good show at the box office is a mighty achievement by itself.
Released on 6th February all over, the film had a slow start at the box office but started showing an improvement in collections from Friday evening itself. After a disastrous NO SMOKING, Anurag Kashyap had finally got it right by winning over his prime audience - youth.
Made at a nominal budget (under 10 crores), the film broke even in 10 days itself and has netted close to 16 crores so far. With positive word of mouth and great reviews contributing immensely to the film's golden run, DEV D is one of the only three successes in 2009 so far after RAAZ - THE MYSTERY CONTINUES and 13B.
While there will always be different theories behind the success or failure of every film, some of the major factors that contributed to the curiosity around the film were superb promotional and marketing campaign by UTV, Abhay Deol's presence in the film (the actor stands for quality projects today) and an excellent soundtrack by Amit Trivedi. Last but certainly not the least, the film also managed to break the stereotype of 'Devdas' by coming up with a strong, innovative and path breaking narrative and content by Anurag Kashyap.
Here is looking forward to more such innovative attempts by Anurag Kashyap.