NEW DELHI: Ekta Kapoor's recent collaboration with Rhea Kapoor on 'Veere Di Wedding' has set a new industry benchmark with an outstanding opening day number Rs 10.75 crore, making it this year's third highest opener.
Ekta has consistently pushed the box office envelope with record breaking opening day numbers through clutter breaking marketing and buzz campaigns.
Industry rules were similarly re-written when Balaji opened 'Udta Punjab', a atypical Multi-starrer, with a relatively dark subject to over Rs 10 crore on day one.
Similarly 'Half Girlfriend' opened to a double digit number on Friday, taking the box office by storm.
Both films had immense buzz around then and their marketing campaigns helped sky rocket collections, and went onto becoming benchmarks in themselves.
The massive buzz generated with clutter breaking marketing campaigns have contributed immensely to the opening weekend for these films.
Another big feat was when Ekta decided to 'present' a small budget film, like Lipstick Under My Burkha, which didn't boast of any mainstream stars and took the film's buzz to the next level.
The hype and anticipation created by the studio across these varied films of different genres ensures that they've consistently broken records.
Getting a successful number on path breaking, seemingly risque' content has become Balaji's biggest ace.
The studio has never shied away from pushing their content with full might, to add to this, is their eclectic line up consisting - Imtiaz Ali's 'Laila Majnu', 'Mental Hai Kya' starring Kangana Ranaut and Rajkummar Rao, Ashwiny Iyer Tiwari's next, 'Lipstick Under My Burkha' director, Alankrita's untitled and Sree Narayan Singh's biopic on The Milkman of India.
The promise is quite simple- Entertainment, Entertainment and Entertainment! Here's to shattering more such records and glass ceilings.