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HindustanTimes Mon,29 Dec 2014

Fukrey: slow and steady on the box office

Shalvi Mangaokar , Hindustan Times  Mumbai, June 19, 2013
First Published: 11:41 IST(19/6/2013) | Last Updated: 12:44 IST(19/6/2013)

Made on a relatively tight budget of Rs. 16 crore (including marketing and promotions), producers Farhan Akhtar and Ritesh Sidhwani’s recent release, Fukrey, has had a slow but steady run at the box-office.

Moreover, the movie has even managed to sustain the crucial Monday test. The film, primarily based in north India, has not only seen a good run in its core market, but has even collected decent figures at the box-office in other cities across India.

Trade analyst Taran Adarsh says, “Fukrey held well on Monday, and the buzz around the movie is good. The word of mouth is terrific and we think that the appreciation translates into box office figures. People ought to support such deserving films.”

Likewise, film exhibitor and distributor Akshaye Rathi says, “Despite being a non-star film, Fukrey has had a slow, but  steady start. The lack of face value didn’t allow it to take a great opening, but positive word of mouth has helped it grow by the day. It remained rock steady on Monday. I see it sustaining through the week, courtesy the connect it can establish with the youth, particularly in the bigger cities.”

Having said that, trade expert Amod Mehra feels that although the movie has had an average run so far, it could have done better. He says, “It’ll probably recover the money, but north India still stays its main market.”

Meanwhile, the producers are not complaining. “It’s heartening to see such a response across all age groups. The hearsay has been overwhelming and has helped it grow from strength to strength,” says Ritesh.

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