Badhaai Do was the first major Hindi film to hit the big screen on February 11, right after cinemas reopened, and its strong run at the box office so far has exhibitors feeling optimistic about the industry rebounding from pandemic losses. Footfall has gone up not just on weekends, but weekdays too, they tell us, while trade analysts are confident that the film is headed for another good week.

Just as the Hindi film industry thought it was getting back to its feet after the pandemic, Omicron led several theatres across the country to pull down shutters, and all January releases were pushed to March and April. When theatres finally reopened, Badhaai Do was the first major Hindi release, and despite 50% occupancy and other Coronavirus restrictions — thanks to word-of-mouth publicity and strong content — the film is doing quite well at the box office, say trade analysts and distributors.

Raj Bansal, industry expert, says, “I am really impressed with the Badhaai Do makers’ decision to release the film on February 11, at a time when others weren’t ready to take the same call. It was a brave and bold decision and it has paid dividends. The film is doing very well, and the release date being close to Valentine’s Day was an added impetus. The film’s already collected Rs. 11 crore plus in five days, even with the restrictions in most of the states. It was a master strategy indeed.”

Stressing on how the lack of any other releases and the release date falling close to Valentine’s Day worked in the film’s favour, Girish Johar, producer and film business expert, explains, “Valentine’s Day is not a holiday, but it is a celebratory occasion, when young people like to go out. It’s had a positive impact on the film, specifically in metros like Delhi and Bengaluru, where the film is doing well. And with no major film scheduled to release next week either, Badhaai Do will get more audiences.”

Bansal adds, “Badhaai Do also has the added advantage of its prequel Badhaai Ho being a hit. With the audience appreciating the film, footfall is going up, and we are expecting another good weekend. It has shown the way to upcoming films by proving that people are ready to go back to cinemas to watch good content.”

Akshaye Rathi, director, Aashirwad theatres, and an industry expert, says, “Badhaai Do is an interesting film that’s designed to grow with word-of-mouth publicity. It’s performance at the box office — that was strong on the weekends, as well as the weekdays — was a pleasant surprise. I’m sure that it will continue to do well.” He adds, “It’s 200% established now that be it cinemas — or even restaurants or malls — people will step out if the product or service is worth their time, effort and money. The hesitancy to go out has definitely come down and the return to normalcy has happened quite quickly.”

Cinemas and distributors are expecting the film’s second weekend to be even better than the first. That’s because Badhaai Do managed to get a good opening despite COVID restrictions and many people being unaware that cinemas had reopened.

Devang Sampat, CEO, Cinepolis, says, “Badhaai Do’s content is very strong. Positive reviews are helping the film and we are expecting the second weekend of the film to be better than the first. During the first week of its release, most people didn’t even know that cinemas had reopened or that there were new releases. The film is gaining momentum in cities like Bengaluru and Mumbai, where the night curfew has been lifted. And now that people are getting to know that cinemas are open, footfalls are increasing.”

Agrees Rajender Singh Jyala, chief programming officer at Inox Leisure, “On the first day, many people were not aware whether the film would release in cinemas or OTT. Still, the film is holding up well and doing good in the north and Maharashtra. Delhi and Haryana still don’t have night shows, which has definitely impacted collections, but otherwise it’s a good turnout.”

Gautam Dutta, CEO, PVR Limited, says, “Badhaai Do is the first Bollywood blockbuster after the third wave of the pandemic, and has been well appreciated by our patrons. The timing of the release — right during Valentine’s Week — has been appropriate. Belonging to the hugely successful ‘comedy’ genre of movies, it has appealed to audiences while at the same time addressing an extremely relevant social angle of inclusivity portrayed by an excellent star cast. Through Badhaai Do, the makers of the movie have paid a tribute to the sheer resilience of cinemas that have sailed through three COVID waves.”

With its strong performance at the BO, Badhaai Do has shown the way to upcoming releases by proving people are ready to return to cinemas.