Akshay Kumar is on a roll, and what is making it all special for him is the kind of choices he is making as an actor. The turnaround that happened post films like Special 26, Holiday, Baby and Airlift has given him great credibility amongst filmgoers and the result is now being seen in the kind of hype that has been generated for Rustom. The film saw good attention coming its way right at the announcement stage and once Akshay Kumar came up with a live performance for its promotion at an awards show, the stage was set for enhanced buzz to be created over the months.
Further impact was felt after its powerful promo was out and ever since then; the graph has only escalated further for the Tinu Suresh Desai directed film that also has Ileana D'Cruz, Esha Gupta and Arjan Bajwa in principle roles. The marketing and promotion has been watertight right through and Rustom has turned out to be one of those rare films (just like Airlift) which is arriving amidst out and out positivity. No wonder, many prominent members of the industry too are joining the audience in elevating hype around the film which is set to have a major release this Friday.
On a solo release with a holiday advantage, Rustom was all set to take a record start for Akshay Kumar. However, since it is a working day and Mohenjo Daro is competition too, the film would have to settle for a lesser number due to division of screens and audiences. Still, a start of over 50% is pretty much on the cards and that should ensure opening numbers in the upwards of Rs. 12-13 crore. Beyond that, anything that comes is an added bonus. Moreover, if the audience word of mouth and reviews are favourable, this Zee Studios and Kriarj Entertainment film would have a massive opportunity to score due to Independence Day, Rakhi and Janamashtmi holidays in days to come.
