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Home / Bollywood / Veere Di Wedding is ruling the box office and it’s not only due to its star cast

Veere Di Wedding is ruling the box office and it’s not only due to its star cast

Veere Di Wedding is minting money at the box office. The film is the third highest opening Bollywood film of 2018.

bollywood Updated: Jun 04, 2018 12:07 IST
HT Correspondent
HT Correspondent
Hindustan Times, New Delhi
Veere Di Wedding is directed by Shashanka Ghosh.
Veere Di Wedding is directed by Shashanka Ghosh.(PTI)

Veere Di Wedding is off to a great start at the box office. The film, which released on 2177 screens in India, is expected to have a Rs 35 crore plus weekend. It has already garnered Rs 22.95 crore in first two days since its release and that’s a big feat to achieve for an all-women lead cast in Bollywood.

But can this success be only attributed to the high production value and the individual pull of two of its leads, Kareena Kapoor and Sonam Kapoor?

Veere Di Wedding had a fantastic publicity drive with all four of the leads getting equal opportunity to promote their film. It took the weight away from only Kareena and Sonam, whose sister Rhea Kapoor is the producer of the film. In a way, it was her home production, but she decided to take the backseat and let everybody speak.

Watch: Movie reviews of Veere Di Wedding And Bhavesh Joshi Superhero

For everybody involved in the project, this attitude added a sense of belonging. Also, the focus was to promote it as a fun-filled female buddy film, the likes of which has not been seen in Bollywood with A-listers.

There wasn’t much gap between the film’s trailer, which came out on April 25, and its release date. The promoters were certain that the film’s trailer will be a controversial one as the typical Bollywood viewers hadn’t seen such ‘posh’ characters abusing and frequently talking about sex in a mainstream film.

They were right. It got people talking on social media, and it released just when the conversation around it hit the optimum.

Plus, the makers refrained from calling it just a ‘chick-flick’. Rhea Kapoor, in a statement to IANS, said, “Calling the film a chick flick would put it in a bracket. At a juncture where we are trying to break away from labels, it’s high time we had a film that doesn’t judge women and at the same time is aspirational.”

Use of the term ‘aspirational’ probably did the trick. It attracted the urban female viewers who saw the film and appreciated it. Veere Di Wedding made noise among the viewers it wanted to target.

With Bhavesh Joshi Superhero lacking in promotions and not picking up during the weekend, Veere Di Wedding was the only choice this week. It’s likely to get an open window till June 15 when Salman Khan’s Race 3 will hit the screens. At this point, it seems safe to assume that Veere Di Wedding has broken the glass ceiling, at least in terms of box office numbers.

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