Article 370, which hit screens on February 23, has opened to a good response at the box office. According to trade analyst Taran Adarsh, it collected Rs 6.12 crore (nett) on the first day.
He wrote on X: ” #Article370 proves all calculations and estimations wrong by a wide margin… Packs an EXCELLENT TOTAL on Day 1, benefitting, to an extent, due to the discounted ticket rates [Rs. 99/-] on #CinemaLoversDay… Fri Rs. 6.12 cr. #India biz. #Boxoffice Will be interesting to see how #Article370 fares on Sat – Sun, since it will be back to regular ticket rates… The audience feedback tilts heavily towards positive side and that’s a big plus
#Article370 proves *all* calculations and estimations wrong by a wide margin… Packs an EXCELLENT TOTAL on Day 1, benefitting, to an extent, due to the discounted ticket rates [₹ 99/-] on #CinemaLoversDay… Fri ₹ 6.12 cr. #India biz. #Boxoffice
Will be interesting to see how… pic.twitter.com/8v9eTF7SVM
— taran adarsh (@taran_adarsh) February 24, 2024
Elaborating on the reasons for the positive response, trade analyst Joginder Tuteja said that the reduced ticket prices worked in the film’s favour.
“The film is off to a very good start with 6.12 crore box office revenue collected on the day of its release, which is a very good number. This also had something to do with the excitement and buzz created by the Rs. 99 ticket price on Cinema Lovers Day,” he told the ‘The Daily Guardian’
Akshaye Rathi, an exhibitor, said Article 370 ‘resonated with the audience’ as the subject has been ‘carefully highlighted’
‘Not only the team behind the film has experienced this victory but also the subject matter has carefully been highlighted, that was the ultimate goal. The film has resonated with the audience, the courtesy and the word-of mouth-that has been going around is hyping up the buzz created on Day 1,” he told ‘The Daily Guardian’. He further said, “I am pretty sure that the revenue is only going to jump over the weekend and sustain in the coming days. Fingers crossed.”
Article 370 has opened better than ‘The Kashmir Files’ which was a huge hit. It has also beaten ‘Crackk’, also hit screens on February 23 as Vidyut Jammwal’s film collected around Rs 4 crore on day 1.
The narrative of ‘Article 370’ centres on various incidents in Kashmir from 2016 to 2019, which resulted in the abrogation of Article 370. The film follows the journey of Zoni Haksar (played by Yami Gautam), an intelligence officer, and Home Secretary Rajeswari (played by Priya Mani), as they navigate through these events.