Those who called it "old time crap", and a film with "dullards" with which no city-bread audience can identify, can eat their words. Sooraj Barjatya's Vivah has just completed 100 days at 53 cinema halls across India. It is still running at 300 cinema halls in its 17th week. Veteran artist M.F Hussain liked it so much that he saw it nine times and also hosted a party in Dubai for his friends and media to celebrate the film.A survey by Rajshri Productions on the film's success reveals interesting facts; women found it more appealing than men and hence, the footfall had 80 per cent women in the afternoon shows. The excitement of the film led many Surat theatre owners to hire musicians to plays shehnai at the venue and the audiences were distributed free sweets and snacks with the specially colour-printed tickets.
Emotional quotientCapitalising on the emotional quotient of the film, if theatres in Nizamabad distributed free Vivah handkerchief to the female audiences, Nagpur theatres distributed a packet of `bindi'. Lokmat group of newspapers conducted special shows for women and college students in Marathwada and Jalgaon distributed betel nut and supari to the audiences. Amravati even made a pandal on the day of release and sprinkled rose water on the audience treating them as guests in a marriage, and so on.The success of the film has only re-established Indian audiences' love for arranged marriages.