The box office seems set to fall in ishk with a musical love story once again. Tere Ishk Mein started its advance booking yesterday, which were off to a good start. The Dhanush – Kriti Sanon headlined film has sold 10K tickets at national chains PVRINOX and Cinepolis as of this morning.
The film is getting good traction outside national chains as well. Gujarat based Rajhans has sold over 300 tickets, which is very good start as this isn’t an advance heavy chain, more so in the start. The good start to advance in Gujarat bodes well for the box office in general as a film that does well in Gujarat normally does well elsewhere too. The film should gather more momentum closer to release, especially when the smaller chains and single screens open bookings.
The musical love stories that have worked this year were driven by these smaller centres and it should be the same here as well. The initial advance has put a double digit opening day on board for the film. How high it can go will depend on the sort of momentum it builds. This will be a very good start for this film.
The film has known faces but they don’t command any sort of star value. The opening is coming due to music. This is now the fourth time this year, when a film with no face value has taken a start just due to music. The importance of music in Hindi cinema cannot be overstated. One major factor behind the fall of box office is the fall in quality of music. It’s only right that in the bad days, it is music that is coming to rescue and it’s about time industry take lesson.
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