Trade Speak: Uri marches on to become a blockbuster

By Subhash K. Jha -

February 5, 2019 - 10:54 AM IST

Debutant director Aditya Dhar and producers RSVP have much to rejoice about. Their war film Uri has declared a war of its own at the box office. After unexpectedly hitting the Rs. 100-crore mark, the film is marching towards the Rs. 200-crore target quite effortlessly.

Trade Speak: Uri marches on to become a blockbuster

Trade expert Taran Adarsh explains the phenomenon. “Uri has worked for multiple reasons. One, the choice of story as well as storytelling deserves full marks. The surgical attack and how it was executed is brilliantly depicted. Two, Uri is all about national pride, power and patriotism. Three, Vicky Kaushal's bravura performance, Aditya Dhar's superb direction, Mitesh Mirchandani's stylish cinematography and the background score and sound design are superb. Most importantly, the war-cry, ‘How's The Josh? High Sir!’ has caught on in a big big big way.”

Trade analyst Girish Johar feels Uri has several factors going in its favour. “Obviously it is extremely well made and all the actors have performed exceedingly well. Its technical crew has also given fantastic inputs. Right from Direction, to its music...its camerawork.. its editing...its background store... all have come out double thumbs up. Also the timing of the release worked in its favour...with the other films in opposition falling like ninepins as none of them were enjoyed by the audiences. This also helped it get a longer run at the BO.”

Johar also attributes the spectacular Uri success to its ticket pricing. “The makers very smartly maneuvered the ticket prices...which ensured that it becomes comfortable for the audiences at a wider level to watch it. This move became a double winner for them as the audiences went into REPEAT mode with the film, which is very rare these days.”

Aptly, Girish Johar feels all the factors worked in Uri’s favour. “Basically everything worked, every plan and move became successful and all has gone right for this film. Right from audiences love to critics praising... HOW’S the JOSH wasn’t merely a tagline for film lovers anymore. Even the top political brass took to it. Even when India won the match with New Zealand and BCCI officially stated ...Howz the Josh....HIGH SIR !!!That’s the Uri impact.”

Adds filmmaker and Industry representative Ashoke Pandit, “An honest and well-made film. Great teamwork. Films on soldiers at the battlefront if made sincerely never fails.”

Uri’s director Aditya Dhar seems to take the film’s spectacular success in his stride. He analyzes, “The Indian population really connected with the emotion of nationalism. We Indians are inherently very patriotic and emotional and I think because of the digital medium people really know beforehand what any film from any part of the world will offer them. So our desire to give something truly international and still keeping our Indianness intact when it comes to emotions and feel is what I feel worked really well with the audiences.”

Speaking about Uri being too anti-Pakistan to be released in Pakistan, Aditya Dhar says, “Our film is about a nation’s fight against terrorism. Considering the Pakistanis are also suffering heavy losses due to terrorism, they along with every country in the world fighting against terrorism should see it. Who knows, Uri might become a tool for everyone to come together and fight against the global menace of terrorism.”