Sonu Ke Titu Ki Sweety Enters 100 Crore Club, Scores Many Records

What seemed like an impossible thing has actually happened. Sonu Ke Titu Ki Sweety has entered the 100 Crore Club and that too in the middle of its fourth week. The film has managed to cross the century mark after a very good hold (yet again) on its fourth weekend. What is all the more remarkable is the fact that there were other films in the running too ( Pari , Hate Story IV, Raid ) and still, there has been no stopping the film.

Moreover, considering the kind of budget at which it has been made, this Luv Ranjan directed film has emerged as a Blockbuster no less!

A 100 Crore Club entry is no mean feat for any film, be it big or small, and for Sonu Ke Titu Ki Sweety to do that, it is a mighty achievement by all means. Reason being that this is the first non-star affair in Bollywood to reach this landmark. No other (in relative terms) small film has ever managed to come even close to this kind of a number. Fukrey Returns was the last such film which had stretched its way to the 81 crore milestone. Aashiqui 2 came next and managed 78 crores whereas Student of the Year was the only film that featured newcomers and still fetched 70 crores. However, it had name Karan Johar attached.

As for Sonu Ke Titu Ki Sweety, what went most in its favor was the goodwill that the team carried. Director Luv Ranjan along with his team of actors (Kartik Aryan, Nushrat Bharucha, Sunny Singh) had delivered a very good entertainer in Pyaar Ka Punchnama 2 and since the core audience base of Sonu Ke Titu Ki Sweety was the same as well, there was strong recollect factor.

This was further accentuated by the relentless approach that producer T-Series took when it came to marketing and promoting the film. It all started with a fabulous promo which met with an out and out positive response. A couple of songs were unveiled soon after, both of these featuring Yo Yo Honey Singh. This set the stage immediately for the film to be high on the list of youngsters and from this point on there was no looking back. A flow of mini promos, as well as many other chartbuster songs, came in soon after and this pretty much established that the film was set for a winning start.

There was a bit of a scare factor thrown in intermittently though when Padmaavat was fluctuating its release date. That led to a movement of other biggies like PadMan and Aiyaary . Sonu Ke Titu Ki Sweety had to take a quick call as well and it had to let go of its much sought after release date around Valentine's Day and instead move ahead. For a moment it seemed like the momentum would be lost but on the contrary, it worked in favor of the film. There was added awareness for it as songs continued to rise up the charts and their more visibility was gained as well.

No wonder, the film took a winning start and though after the release it seemed like yet another 60-70 crore winner (just like Pyaar Ka Punchnama 2), the growth was on a different level altogether once the second week kick-started. From this point on there was no looking back and now the results can be seen.

Sonu Ke Titu Ki Sweety had turned out to be a case study no less for films of this cast, budget, scale, size and genre. Hopefully, a success like this won't be an aberration and there would be many such winners in time to come as well.