June 6, 2013

Yeh Jawaani Hai Deewani Strikes Box Office in June like Tsunami.

When doubt started arising at Bollywood Box Office with failure after failure in each week, just then Yeh Jawaani Hai Deewani raise above all to strike like Tsunami in June this year. Film industry is going through a low phase in the first half of the year with few selected hits. Out of these Race 2 went on to just cross 100 crore at box office, whereas Aashiqui 2 surprised everyone with rocking business of around 80 crore and went on to be the first Blockbuster of the year. But now everything is going to change with YJHD.

YJHD has amassed 60+ crore nett in the opening weekend and around 86-87 crore nett in first 5 days. Film is going to touch elusive 100 crore in the first week itself. YJHD has actually shown the potential how can a film fare at box office, when everything is just perfect for the film. Ranbir Kapoor rising to stardom with Rockstar and Barfi!. Deepika Padukone giving back to back hits with Cocktail and Race 2. Also, Aditya Roy Kapur who is enjoying the super success of Aashiqui 2 and now he is also a draw at box office because of curiosity. Film music is super hit. A youthful love story to go by. When everything fall into place from a Dharma Production brand, film started doing record breaking business.

YJHD has cleared few doubts. First it is not a Holiday release and it proved that if a film can generate buzz, it can do favourable business in working days also. Secondly in last few months poor performance of big budgeted films is mainly because of the content rather than the genre. In today's time any film can do humongous business if it is made with good heart. Aashiqui 2 is another example which collected huge despite no major star cast and no masala genre. It is a lesson that can be learnt by even the big stars who devote much time to marketing and publicity of the film rather then the final product.

With YJHD performing exceptionally well, stakes are now high for big films like Chennai Express, OUATIM 2, Krrish 3 and Dhoom 3 which are set to release in festive times. Anything less than a 100 crore will be counted as failure for these films as they are releasing in festive time with big weekend on cards.

Last coming to June, this phase seems to be important at box office from now on. In last few years June has been fruitful for Indian Box Office with major hits in Raajneeti, Ready, Rowdy Rathore. Being summer time and school-college holidays going on, it might be one of the sought after days in coming years. Also, it is post-IPL and audiences throng to theaters for entertainment.

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