As is generally the case with a Yash Raj film, Bewakoofiyaan is the sole notable release of the week. With the film, Sonam Kapoor and Ayushmann Khurrana have seen a good footing for themselves, what with the country’s biggest banner making a film with them, and that too as solo leads. Moreover, Rishi Kapoor’s presence in a pivotal role helps the film too.
It is notable though that the promotion of this Nupur Asthana directed film has been very controlled. In fact it won’t be wrong to say that amongst last so many Yash Raj films, Bewakoofiyaan hasn’t been hyped to the sky. Of course one was not expecting the film to be promoted on the scale of Dhoom 3 or Gunday. One just wonders if this has been a strategic decision on part of the production house.
This means that from the opening perspective, anything in the range of 30%-40% is what is expected on Friday. Post that it would be the word of mouth that would come into play. With no other major competition alongside, the film has a potential to grow well right through the week if backed by good content.
Joginder Tuteja tweets @tutejajoginder