Box-office can be most unpredictable and that's the beauty of the business. No one knows this better than Rajshri, who have been in the business for almost six decades. Films like JEEVAN MRITYU, UPHAAR, GEET GAATA CHAL, TAPASYA, CHITCHOR, DULHAN WAHI JO PIYA MAN BHAAYE, ANKHIYON KE JHAROKON SE, NADIYA KE PAAR and the not-too-recent MAINE PYAR KIYA and HUM AAPKE HAIN KOUN braved so many oppositions [weather/examinations/films], but slowly and gradually climbed the ladder of success.
With VIVAH, Rajshri has gone back to the traditional system of exploiting a film. The mantra is simple: Release the film with limited prints in limited shows in the first round and increase the prints gradually, as the popularity of the film grows. At a time when Bollywood is exploring the strategy of 'wide release', flooding the marquee with 1,000 + prints globally, VIVAH was released with 150 prints in the domestic market. Also, the premier production-distribution house didn't go for the overkill, with 12/14/16 shows at multiplexes, but 2/3/4 shows at most places. And the gamble paid off!
I have always believed that Rajshri has cultivated a strong and loyal audience over the years and no matter how strong and omnipotent the saas-bahu sagas on television may be, a well-made Rajshri film would never find dearth of moviegoers. And in this case, the baraatis [moviegoers] kept increasing with each passing day to witness VIVAH.
After opening to a heartening response [80%-90%] at several screens, the first weekend continued to attract crowds, even though the response from the media was outright negative. But the media response to HUM AAPKE HAIN KOUN was pathetic too. I distinctly remember, Rajshri had organized a screening for the industry bigwigs at Liberty theatre, Marine Lines, Mumbai, almost a week before the release of the film. And the reactions ranged from poor to disaster to washout. In fact, a number of people scoffed at this writer when we carried a full-length review of the film before its release, calling it a potential blockbuster. Frankly, the Barjatyas of Rajshri are used to mixed reactions and feedback by now.
Back to VIVAH. The film is EXTRA-ORDINARY in most circuits of India. Monday was strong, so was Tuesday and Wednesday. Rajshris are in the process of increasing the prints from the second/third week onwards and a clearer picture about its business would emerge once the maximum prints are in circulation. But, as of today, Rajshri has a big hit on hand!...Taran Adarsh (16th Nov)
Director Sooraj Barjatya's handling of the family drama is supremely sensitive. His masterly touches
are evident at several places. VIVAH will prove to be a sureshot winner at the Box Office on the strengtht of support from ladies and family audiences...Komal Nahata (Film Information)
In this era when heartless films are being extolled, VIVAH is straight from the heart...Subhash K Jha (Mumbai Mirror)
VIVAH is very desi, very Indian at heart, seeped in Hindustani emotions. It talks of familial bonding.Sooraj R. Barjatya is back to his style of narrating simple stories, with emphasis on emotions. Shahid Kapoor performs like never before. You’ve to watch him in VIVAH to see his growth as a tremendous actor. He is exceptional in emotional sequences. Amrita Rao also gets a new lease of life with VIVAH. She looks the character and is splendid all through. On the whole VIVAH appeals to ladies/families and help the film gather momentum slowly, but surely…Taran Adarsh (India FM)
Directorially Sooraj R. Barjatya once again shows that he is master of family dramas and lands in
familiar territory. And a trend that he started over a decade ago, is still able to have the same kind of
magic…Complete Cinema
In an age where family values and traditions are being hugely undervalued it’s heartening to see a film that remains true to its beliefs and milieu…Hindustan Times
