Actor Shahid Kapoor's latest revenge drama film Haider, which is an adaptation of Shakespeare's tragedy Hamlet, with Kashmir as its backdrop, has achieved many milestones. It has become the first Kashmir-based film in many years to click with the audience, acclaimed director Vishal Bhardwaj's first golden goose, and has reportedly been declared the fifth highest-rated crime drama of all times.
The film is based on the story of on a young man whose life is destroyed by fate. The film made on a budget of Rs 22-crore has crossed the Rs 50-crore mark and is still counting.
But the success of Haider, where sufferings in the Kashmir Valley seethe through each frame, makes one wonder why a non-formulaic drama sans any fluff is flying so high at the box office? Trade analysts say that the content and word-of-mouth reviews have done wonders for Haider, which earlier drowned in the success of Hrithik Roshan's Bang Bang, which released the same day. Also, the way Mr Bhardwaj has merged the Shakespearean tragedy with the conflict in Kashmir resonated with the audience.
"People didn't expect it to do well because it's for a specific audience. But the word-of-mouth is really strong."
Set in insurgency-hit Kashmir in the mid-1990s, the film has raised the bar for others who are attempting a serious drama in the same league.
Amrita Pandey, vice president and head (Marketing and Distribution), Studios, Disney India, said that ever since the film's first promos came out, it connected with the audience by arousing their curiosity. "And when the film came out, people connected with the family drama. Ever since it was screened, it phenomenally and unanimously received a positive response," Amrita told IANS.
"It was widely discussed on Twitter. The discussion on Twitter was the measurement of sentiments about the film," she added.
"There is always an audience for every film. Be it comedy or dark genre, people need to connect with the film and the audience was able to do so with Haider. The acting and script are of superior quality," PVR Pictures' chief operating officer Deepak Sharma told IANS.
It seems now everyone is on the same page with Rekha, who has sung the song Aaj ke naam in the film.
Dune: Prophecy Teaser Eclipsed By Tabu's First Appearance As Sister Francesca Shraddha Kapoor Is The Stree In A Red Benarasi Saree You Can't Ignore Even If You Tried Shraddha Kapoor On Rumours Of Wedding To Rahul Mody: "Woh Stree Hai, Usse Jab Dulhan Banna Hai Woh Banegi..." Abhishek Likes Post On "Divorces" Amid Rumours Of Separation From Aishwarya The Big Surprise In Stree 2 Trailer: A Cameo By Tamannaah Celeb Roll Call At Bad Newz Screening: Katrina-Vicky, Madhuri And Others Google Brings AI To US Broadcast Of Paris Olympics Video: Children Jump On E-Rickshaw, Chase Foreigners For Money In Delhi "Every Time I Try To Eat Healthy" - Video Creator's Editing Skills Amaze Internet Track Latest News Live on NDTV.com and get news updates from India and around the world.