‘Chhapaak’ not a losing venture, found its target audience: Trade analyst

Deepika Padukone tried something unconventional when she portrayed the role of an acid attack survivor in her latest release Chhapaak. Even though the film’s subject was relevant it, unfortunately, couldn’t make an impact on the box office, however, if latest reports are to be believed, the film not only found its target audience but also made money for those who were involved with the film. 

There were several calls to boycott Deepika’s film after her visit to Jawaharlal Nehru University on January 7 where she stood in solidarity with the students after the attacks on campus. However, the social media noise failed to affect the box office collection as it collected Rs. 34.03 crore net and Rs. 40 crore gross in two weeks at the domestic market along with Rs. 13.03 crore overseas. 

According to a report, Chhapaak was made on a budget of 35 crores, including the cost of prints and publicity. In addition to that, it had also reportedly sold its music rights for Rs 3 crore and its digital + satellite rights for Rs 23 crore. Trade analyst Girish Johar, in a recent interview, cleared the air about Chhapaak recovering its budget and said, “Yes from all the rights, it seems that Chhapaak actually is not a losing venture. Also, since Deepika herself produced the film, her acting fee charged for this film will not be considerable. This, I feel, is one of those passion projects that actors like to do.” “I personally believe that the kind of film it is or the kind of story it is, it appeals to a very limited audience and that audience watched the film. It is not an entertaining film. It has been seen by those for whom it was made and they have also responded to the film,” Girish added. 

Film exhibitor Akshay Rathi also spoke about the same and said, “The film is backed by Fox Star Studios. Star TV and Hotstar fall under the Star Network. They have a very good digital and satellite cloud to recover the costs. It was also not made on a very high budget.” On being asked if the JNU controversy affected the performance of the film, Akshay said, “I don’t think so. Some people decided to not go for the film because of what Deepika Padukone stood for. There were also a lot of people who were supporting her and rooting for the film because she went there.

Courtesy : DNA

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