Target audience of Dear Zindagi has accepted the film in its first weekend. The makers were very clear about the footfalls that were expected at select multiplexes and this is where the film had maximum penetration. Released on a controlled count of screens (1200), the strategy worked as the film managed to not just open well but also show good growth over the weekend. As a result, 32.5 crore* came in the first three days which is quite good considering the genre and treatment of the film.
As a matter of fact this Gauri Shinde film hasn’t even seen all around glowing reviews coming its way. Yes, the reviews have been largely positive but still not the kind where everything around it seems to be positive. Even the word of mouth isn’t spectacular or extraordinary, though the fact that audience isn’t panning it either which has resulted in the footfalls which have been consistent ever since the film hit the screens.
The kind of start that the film has enjoyed gives it a very good platform to consolidate from this point on. In a couple of days itself, Dear Zindagi would go past the lifetime collections of Gauri Shinde’s directorial outing English Vinglish [40 crore] which pretty much tells the tale. In fact it would also go past the lifetime total of Gauri’s husband R. Balki’s Ki & Ka [51 crore], a film aiming at the same target audience, within the second weekend itself, hence making it a pretty situation at the home-front of both the filmmakers.
What is to be seen though is how far ahead would the film go from this point on. While Udta Punjab [60 crore], another film starring Alia Bhatt, is all set to be crossed comfortably in the lifetime run, it would be an interesting race with Pink, which was again the tale of females with a strong male protagonist [Amitabh Bachchan] acting as a pivotal element.
Note: All collections as per production and distribution sources
*Estimates. Final numbers awaited
Joginder Tuteja tweets @tutejajoginder
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