Yami Gautam’s latest movie “Article 370,” is surely a super hit film. The action political drama that delves into the events surrounding the abrogation of Article 370, which conferred special status upon the state of Jammu and Kashmir in the Indian constitution, has opened to a hearty response on 23rd February. Despite the influx of new releases clamoring for audience attention, the film has impressively maintained its dominance at the box office, entering its second week with unwavering strength.
What sets “Article 370” apart is its strong narrative. The film is driven primarily by the power of word-of-mouth. Audiences, captivated by the film’s depth and emotional resonance, have become fervent advocates, spreading the word far and wide. This organic buzz has propelled the film to unprecedented success, reflected in its weekend earnings of Fri 3.12 cr, Sat 5.25 cr, and Sun 7.25 cr, culminating in a staggering total of ₹ 54.44 cr. The surge in weekend business serves as a resounding endorsement of the film’s widespread acceptance and enduring appeal. Trade analyst Taran Adarsh tweeted, “#Article370 continues its dominance in Weekend 2… Remains the first choice of moviegoers, despite a plethora of new movies vying for audience attention… [Week 2] Fri 3.12 cr, Sat 5.25 cr, Sun 7.25 cr. Total: ₹ 54.44 cr. #India biz. #Boxoffice The spike in weekend biz is a clear indicator of audience acceptance… In fact, its performance during the first two weekends gives hope that it will score in the forthcoming weekend as well.”
Trade circles are lauding producer Aditya Dhar’s vision and the deft storytelling of Aditya Suhas Jambhle. The film might be amongst the few female-led stories of recent times to make the sort of numbers it’s doing. In an industry often overshadowed by male-led stories, Gautam’s portrayal of a strong and resilient officer and Priyamani as the sharp bureaucrat have resonated deeply with audiences. A trade insider says, “The film reinforces the growing demand for diverse and inclusive representations of powerful women on the silver screen. Amidst a crowded scene bustling with non female-fronted stories, the film is quite a trailblazer in championing gender diversity in Indian cinema.”
Backed by Jio Studios and B-62 Studios, “Article 370” emerges as one of the standout box office performers of the year, beating some of the big wig releases too. Its consistence over the first two weekends signals a promising trajectory over the next few weeks. Despite the impending arrival of formidable competition over the next few weeks, this film’s robust performance suggests that it is well-positioned to maintain its momentum for weeks to come.
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