It seems that the musical love story Ishq is ready to rock the box office once again. Tere Ishq Mein started its advance booking yesterday, which got off to a good start. The Dhanush-Kriti Sanon titled film has sold 10K tickets across national chains PVRINOX and Cinepolis till today morning.
The film is also getting good exposure outside the national chains. Gujarat-based Rajhans has sold over 300 tickets, which is a very good start as this is not an advance heavy series, more so in the beginning. A good opening in Gujarat usually bodes well for the box office because a film that does well in Gujarat usually does well elsewhere too. The film should pick up more momentum closer to release, especially as smaller chains and single screens start booking.
The musical love stories that played out this year were driven by these smaller centers, and that should be the case here too. The initial progress has led to a double digit opening day for the film. How high it can go will depend on the type of speed it creates. This will be a very good start for this film.
There are well-known faces in the film but they have no star value. Starting with music. This is the fourth time this year that a film without any face value has taken off just because of the music. The importance of music in Hindi cinema cannot be underestimated. A major reason behind the decline in box office is the decline in the quality of music. It is absolutely true that in bad times, music comes to the rescue and it is time the industry learned a lesson.
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