What does it take for a film to gain success? The first thing would be to ensure it gets the required reach among the public and that is possible only through publicity. Interestingly, any form of publicity especially negative publicity tends to draw more attention of the crowds and they flock to the theatres.
This formula has worked many times and most of the times, the negativity is genuine. Right now, one film which is catching fire with negative sparks is the recent release I. There is a lot of hue and cry from the Eunuch community alleging their feelings are hurt and they are planning massive protests.
On the other hand, another talk is “Director Shankar has spent a lot on the film, it was not required.” And then, some others say “It is not as bad as being spoken about. The masses will love it.” All in all, one thing is clear, people are talking a lot about I and the word of mouth publicity is happening extensively. As a result, all want to see the film and that is the reason for these thumping collections despite mixed reviews. That’s the story!
ALSO READ : I Movie collects Rs 100 crores!