Article 370, which hit screens on February 23, had an impressive first weekend. According to Akshaye Rathi, an exhibitor, the film has collected Rs 25 crore* in three days. He further said that it is doing well because of its content.
“I think the film Article 370 is performing so well because of the subject matter. For decades people were waiting for the historic decision. It is a film which benefits from the cultural and social impact of the decision which happened in 2019. People can relate to the film and that is why it is so successful.”, Rathi told The Daily Guardian
Here is the daily break up for Article 370
Day 1: Rs 6.12 crore
Day 2:: Rs 9.08 crore
Day 3: Rs 10 crore
The film has outperformed Crakk, which collected nearly Rs 12 crore in three days. Giving the reason for this, he said that audience hasn’t been able to relate with the sports drama’s plot.
“It’s about capturing the imagination of the audience. Crakk is not doing so bad. It has a decent opening overall and it is doing well in tier-2 and tier-3 cities. The reason it couldn’t affect the numbers of Article 370 could be because the audience could not have been able to relate to the subject matter.” he said.
Article 370 is expected to do well on February 26, the first Monday, going by the advance booking.
“The advance bookings for Monday are very encouraging. Not just for Monday, but even for the days ahead. We are suddenly as cinema every year across country getting enquiries for block booking, for bigger groups, for corporates, for clubs, for associations who want to take an X number of seats up or the whole show up and if that catches on that can actually give the film legs to run on very long marathon at the cinema halls,.” said Rathi.
Article 370, starring Yami Gautam, is a film based on the abrogation of Article 370 which granted the state of Jammu and Kashmir a special status. The film explores various incidents which led to the decision.. The film is directed by Aditya Suhas Jambhale. It also stars Priyamani, Raj Arjun and Sandeep Chatterjee.
* All figures in nett unless mentioned otherwise