HAPPY NEW YEAR began with a big bang at the domestic box office with nearly Rs.45 crore gross collection on the opening Friday, a record by a big margin. It dipped significantly on Saturday, stayed steady on Sunday to return a weekend gross of nearly 109 crores, including collections of the dubbed Tamil and Telugu versions. The dip post-Friday was expected because of its saturation theatrical release strategy aimed at milking the box office to the hilt at one go, leaving nothing to chance.
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The film has delighted kids, SRK fans, and family audiences. The more discerning young audiences have been disappointed. They seem to be very expressive about it on the social media. However, the buzz on the social media, negative or positive, is no litmus test of a film’s success these days. You never know as to what the social media managers of rival camps are up to. It’s a war zone out there by mercenary warriors hiding behind fake facades, intensely shooting at each other.
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SRK camp seems satisfied with the box office figures. Venky Mysore, CEO RCE said, “We are thrilled that after Chennai Express had set a new record in 2013, Happy New Year has set another new benchmark. We are grateful for the ongoing love and support of audience.” Gaurav Verma, Chief Revenue Officer RCE added, “We are thankful to all our partners, exhibitors and especially YRF for helping us achieve this significant milestone.”
Happy New Year is produced by Red Chillies Entertainment and directed by Farah Khan. It was released domestically on 24th October 2014 by Yash Raj Films.
(Rajesh Kumar Singh is Editorial Consultant for Festivals and Markets for BollywoodTrade.com. He is a filmmaker, critic and market analyst)