12th Fail completes 100 days; industry at a loss of words at its MIRACULOUS run in cinemas: “The collections usually drop after a film’s OTT release. In 12th Fail, it didn’t and it’s unprecedented. There’s no explanation for this mania”

The much-loved film 12th Fail, directed by Vidhu Vinod Chopra, has entered the 15th week in cinemas. Today, it completes 100 days and the manner in which it's running in cinemas is nothing short of a miracle. Believe it or not, the film continues to attract audiences in hordes in certain pockets, though it’s available on an OTT platform for more than a month. In its current work, it’s running in around 35 cinemas in Mumbai and 24 cinemas in Delhi-NCR. The show count is 4 times more than that of Ranbir Kapoor’s blockbuster, Animal.

A manager from a leading multiplex chain told Bollywood Hungama, “12th Fail has grown from strength to strength. We expected that after the release of Animal, the footfalls would slide down. But that didn’t happen. Then, once Dunki and Salaar arrived and a week later, when the film premiered on Disney+ Hotstar, we were sure that it was the end of its run in cinemas. To our surprise, the film continued to get decent footfalls. Its shows rarely get cancelled due to zero audience. Log aa hi jaate hai. During weekends, we have seen near sold-out shows, that too in bigger screens.”

Another staffer remarked, “12th Fail got a boost on social media once it came on OTT and memes and reels began to be made on its scenes and how amazing Shraddha (the female lead played by Medha Shankr) is. It seemed the aam junta felt motivated to catch this special film on the big screen rather than watching it at home. Otherwise, the collections usually drop drastically after a film’s OTT release. In 12th Fail, it didn’t happen and it’s unprecedented. There’s no explanation for this mania.”

12th Fail collected under a crore in the 9th, 10th and 11th weeks. But in Week 12, it collected more than Rs. 1 crore, though it faced competition from Merry Christmas and Hanuman. A source said, “No one can predict whether or not it’ll do more than the previous week. There are times when multiplexes increase its shows looking at the demand and also if the new releases don’t perform as intended.”

MovieTime Hub in Goregaon played 5 shows of 12th Fail in the open week of January 5-11, 2024. PVR Citi Mall in Mumbai replaced the evening show of Mohanlal-starrer Malayalam film Malaikottai Vaaliban with 12th Fail in the weekdays last week though as per sources, the former has performed decently.

It now remains to be seen how long 12th Fail continues to run in cinemas. The source said, “As long as people come, multiplexes will be too happy to play the film. At this rate, we can’t rule out the possibility of it being a rare film in today’s time to complete 25 glorious weeks in cinemas.”

In its 15th week, 12th Fail has seen an increase in shows. Since it completes 100 days, its tickets are priced at Rs. 100 for all shows until Thursday, February 8.

12th Fail collections till date in India:

Week 1: Rs. 13 cr

Week 2: Rs. 14.11 cr

Week 3: Rs. 8.54 cr

Week 4: Rs. 6.41 cr

Week 5: Rs. 6.62 cr

Week 6: Rs. 2 cr

Week 7: Rs. 1.50 cr

Week 8: Rs. 1.50 cr

Week 9: Rs. 0.50 cr

Week 10: Rs. 0.35 cr

Week 11: Rs. 0.65 cr

Week 12: Rs. 1 cr

Week 13: Rs. 0.57 cr

TOTAL: Rs. 56.75 cr

Note: All collections as per exhibition sources

from Box Office Special Features - Bollywood Hungama https://ift.tt/x6f4yza