Strength of positive WOM: HICHKI goes the RAID way to success!
Positive word of mouth has more than always proved beneficial to the box-office prospects of a new release. And despite slow starts, films which are not the usual blockbuster or commercial potboiler type, have shown good growth, courtesy a positive WOM and to some extent good reviews as well. While on the other hand a negative WOM sees a film crashing on the very next day of its release, more so if it does not feature a top 5 star. The two March end releases, RAID and HICHKI, proved it yet again.
The first release, Raj Kumar Gupta’s Ajay Devgn-Illeana D’Cruz starrer, RAID, saw a disappointing first day netting under 10 crore but the extremely positive word of mouth and good reviews saw the film ending the opening week with over 60 crore in its kitty, which is simply outstanding. Quite similarly YRF’s Rani Mukerji starrer, HICHKI, which started on a slow note (15 percent) with the first day in the 3-4 crore range, saw a good pick up and ended the weekend with a healthy haul of almost 16 crore, which makes things easier for HICHKI, as it is not a very expensive project.
Well, are the makers who always say- We want to make good films, but the audience only wants entertaining cinema- listening?