MUMBAI: People Pictures‘ maiden release 99, made on a budget of less than Rs 80 million, has crossed the Rs 200 million mark in its six-week run at the box-office so far. The film continues to play in select theatres into the 7th week.
A strong word-of-mouth and sustained marketing campaign have resulted it a most-unlikely hit at a time when most moviegoers had stopped visiting theatres due to the strike at the time of its release and in subsequent weeks too.
Commenting on the success of the film, People Pictures founder Anupam Mittal said,
“I am glad that our business model is validated. We set out to make highly content- driven cinema on international standards through Creative Film Studio.”
“The cult status that the film achieved globally as well as the 4 star reviews from publications like the New York Times, underscore my belief that people want ‘good cinema‘. Now, the numbers have proven that there is also a potentially strong business around this belief,” he added.
99 is an unpredictable and hilarious ride spread over two cities with colourful characters, unbelievable circumstances, small-time crooks, big-time conspiracies, fateful car crashes, loads of coffee, a briefcase full of money, a budding romance and a historical controversy brewing in the background.
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