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'2 States' hits the bull's eye!

By Taran Adarsh, April 21, 2014 - 08:07 IST

It's a hat-trick for Chetan Bhagat. After 3 IDIOTS ['five point someone'] and KAI PO CHE ['the 3 mistakes of my life'], Chetan Bhagat's bestseller '2 States: The Story Of My Marriage' has been adapted with success on celluloid. Yes, 2 STATES is setting the cash registers jingling from East to West and from North to South. Despite IPL.

Sure, the expectations from 2 STATES were colossal because top-of-the-line producers Karan Johar and Sajid Nadiadwala had collaborated on a film project for the first time. But who would've ever guessed that the film, helmed by first-time director Abhishek Varman and starring relative newcomers Arjun Kapoor and Alia Bhatt, would emerge the third biggest opener of 2014 [so far], after JAI HO and GUNDAY?

Arjun Kapoor is climbing the ladder steadfastly. His previous release, GUNDAY, is a success story. Ditto for Alia Bhatt, who is giving sleepless nights to her contemporaries, post her remarkable performance in HIGHWAY. However, what caught a lot of people by complete surprise is the skillful handling of the subject by debutant director Abhishek Varman, who has impressed critics and audiences alike in his very first attempt.

What does one attribute the terrific opening weekend business to? Varied reasons... Chetan Bhagat enjoys cult status amongst the youth. The bestseller ['2 States: The Story Of My Marriage'] is still fresh with the young brigade and the pre-release buzz for its cinematic adaptation was building up with each passing day. Also, the names associated with the project [KJo and Sajid Nadiadwala] are synonymous with qualitative films. In addition, the fresh pairing [Arjun and Alia], the melodious score by S-E-L and the attractive posters/promos enhanced the buzz and translated into a fab start at the ticket window.

UTV's strategy to release the film on a holiday [Good Friday], besides giving the film an extensive release at multiplexes, was most appropriate. Furthermore, the promos communicated the content of the film wonderfully. Both, the youngistaan and the family audience were hooked.

With a terrific start on one hand and with the investors recovering a major chunk of the investment [via non-theatrical avenues] on the other, 2 STATES is all set to emerge a money spinner. The superb theatrical business [India as well as Overseas] would only add to the profits!

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