'Fashion' rocks box office, nets Rs 33.6 cr in week 1

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New Delhi, Nov 7: Riding on an incisive portrayal of the goings on in the fashion industry - the back biting, manipulation and the trauma experienced by models striving to rise up the success ladder - and brilliant performances by Priyanka Chopra, Kangana Ranaut and Mughda Godse, Madhur Bhandarkar's 'Fashion' has rocked the box office worldwide, earning over Rs 30 crore in its opening week, sources in UTV, the producers of the film said.

In what could be seen as a bountiful Diwali for Bollywood, 'Fashion', National award winning filmmaker Madhur Bhandarkar's take on the fashion industry, has shot past the Rs 30 crore mark at the box office in just seven days, becoming the director's biggest hit ever.

Releasing on October 29 along with Rohit Shetty's 'Golmaal Returns', 'Fashion', starting off on a relatively slow note at the box office compared to the Ajay Devgan, Tushar Kapoor, Shreyas Talpade and Kareena Kapoor-starrer, has witnessed a sharp rise in its collections over the week, with glowing reviews and word-of-mouth feeding its box office performance and success.

No wonder then, ven in the second week, 'Fashion' continues to ride the wave of accolades and draw fair-sized crowds to theatres.

According to Siddharth Roy Kapur, CEO, UTV Motion Pictures, ''Fashion has surpassed all expectations with the sort of business it has achieved in just a week of release, coupled with the critical acclaim it has generated in India and around the world. It has shattered the myth that a heroine oriented film cannot do the sort of business that a movie with a male protagonist can.

The success of 'Fashion' is testament to what can be achieved when you bring together a visionary director, a talented cast and crew, a compelling script, great production values, aggressive marketing and a sound distribution strategy.'' Trade sources say the earnings of 'Fashion' in the first week is the biggest opening for a Madhur Bhandarkar film ever.

Sources in the UTV expressed confidence that give the word of mouth publicity generated by excellent reviews received by the film across the media, 'Fashion' would continue to draw audiences to theatres at least for the next five to six weeks.

Sources in the film trade said the excellent expose of the fashion industry by Bhandarkar's film, coupled with the controversy over the film's reported portayal of life of former model Gitanjali Nagpal has drawn audiences from the upper middle class in large number as well as youth.

Trade sources said that in most of the metropolitan cities, women had been queueing up in large number at ticket windows to watch the rise and fall of supermodel Meghna, the role played by former Miss World Priyanka Chopra.

Infact, 'Fashion' had already recovered around Rs 8.5 million from in-film advertising through its sponsors and endorsements from brands like Lenovo, Sunsilk, Reebok and Kimaya even before it released. This means that it has already recovered its total cost of approximately Rs 23 crore. Starring Priyanka Chopra, Kangana Ranaut, debutante Mugdha Godse, Arbaaz Khan, Arjan Bajwa and many of the Who's Who of the style fraternity, 'Fashion' is a take on the Indian fashion industry.

Released on over 700 cinema screens worldwide, 'Fashion' showcases the glitz and glamour of the ramp along with the backbiting and superficiality of the green room.

'Fashion' is said to be the most expensive film that Madhur has made till date.

''If you sum up the budget of all the films I had made from 'Chandni Bar' to 'Traffic Signal', that will be equivalent to the budget of 'Fashion','' the filmmaker said.

On the other hand, 'Golmaal Returns' also grossed over Rs 35 crore during the opening week, riding on the rip roaring comedy and brilliant comic act by Ajay Devgan, Tushar Kapoor, Arshad Warsi, Shreyas Talpade and Kareena Kapoor.

Distributed by TV 18 network, 'Golmaal Returns' released with 1,000 prints worldwide for 1,400 shows.

Both Diwali releases doing well this year is a sharp contrast to the scenario last year when the Shahrukh Khan and Deepika Padukone-starrer 'Om Shanti Om' went on to be a superhit while the other Diwali release, the Ranbir Kapoor and Sonam Kapoor-starrer 'Saawariya' met with a lukewarm response.

UNI

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