MUMBAI: There haven’t been films that can be called quintessential family films in Bollywood for a long time now and with the release of We Are Family this week; families have been heading to the theaters to catch the film. The movie saw net collections of approximately Rs 27 million (Rs 2.7 crores) on Thursday alone, even with a limited release at select theaters. However, on Friday, We Are Family saw a drop in occupancy.
On Thursday, the film opened very well with 80 – 85 per cent occupancy. The film has specially been appreciated by women and is the kind that should work instantly with families.
We Are Family, directed by debutant Siddharth Malhotra stars Kajol, Kareena Kapoor and Arjun Rampal along with three child actors. The film has been adapted from the Hollywood flick Stepmom.
Speaking to Businessofcinema.com, PVR Cinemas programming head Prakhar Joshi said, “The film opened very well, with some of our properties even running houseful on Thursday. The weekend too looks good and since it’s a family film, I feel the film should hold another two or three weeks.”
A spokesperson from Fame Cinemas also confirmed that the opening was good and the collections were decent.
Inox Leisure associate vice president Rajender Singh Jyala said, “The film has opened very well with around 85 per cent occupancy, not only in the metros but also the smaller centers have done reasonably well. The weekend too should be good.”
Cinemax president – sales, marketing & operations Devang Sampat added, “The film has opened well and the weekend looks promising as well.”
BIG Cinema COO (West & South) Ashish Saxena said, “It was a good idea to open the film a day earlier. The film has opened well and I am sure it’ll do good business over the weekend too.”