2013 is proving to be one of the most lucrative years for films that defy stereotype. Films that dare to swim against the tide. Films that go against the rules of the game... Just when everyone thought that masala movies = big bucks, films like TABLE NO. 21, ABCD - ANY BODY CAN DANCE, KAI PO CHE, MERE DAD KI MARUTI, JOLLY LLB, CHASHME BADDOOR, AASHIQUI-2, FUKREY, RAANJHANAA, BHAAG MILKHA BHAAG, B.A. PASS and now MADRAS CAFE have set the cash registers jingling. Starting on an ordinary note, MADRAS CAFE has indeed packed a solid punch in its opening weekend, thus proving yet again that you cannot stop high-quality content from hitting the bull's eye.
MADRAS CAFE was in the news, courtesy the protests against the film. That could be one of the reasons why a lot of people were inquisitive about its content. But, ultimately, a film triumphs because of its merits and MADRAS CAFE grew steadfastly and consistently with each passing day because the spectators gave their mandate. The appreciative reviews by critics and the tremendous word of mouth have ensured a triumphant run at the BO.
Viacom18's clever strategy of targeting the multiplexes and select single screens was most appropriate. For, MADRAS CAFE is not the kind of film that should be released in 2500 or 3000 screens. Even in the past, Viacom18 products like KAHAANI, CHASHME BADDOOR and of course, BHAAG MILKHA BHAAG had worked big time because of the correct release strategy and accurate signals being transmitted to spectators vis-a-vis the subject matter. Eventually, once a film reaches the public domain, the content does the talking and the content of those films as well as MADRAS CAFE only signifies that there's so much to look forward to beyond masala fares.
Also, a word of appreciation for John Abraham, Shoojit Sircar and Ronnie Lahiri, the producers of MADRAS CAFE. First VICKY DONOR. Now MADRAS CAFE. I, like most viewers, would like to doff my hat to the courageous and enterprising producers for thinking beyond the stereotype. May the tribe increase!