Despite following the box office crusher that Avengers: Infinity War has established itself to be, 102 Not Out has remained steadfast in its collections. Unfortunately, the same can’t be said about the geriatric comedy’s competition, Omerta . Almost a week in theatres and the Hansal Mehta film — made on a reported budget of ₹18 crore (including marketing and promotions) and released to approximately 500 screens — has earned a (very) modest ₹2.80 crore net.
In comparison, the Amitabh Bachchan and Rishi Kapoor-starrer, at a larger budget of approximately ₹30 crore (including marketing and promotions) — although some reports have reported it to be ₹10 crore — has released in more than 1200 screens and made ₹22.14 crore net so far. The fairly respectable revenue is significant for a number of reasons. The film has achieved moderate success in spite of the absence of a younger star cast and commercial soundtrack. It’s performed well because of its niche slice-of-life story — about a pair of mature protagonists. “It’s an emotional film with a social message, something similar to a Rajkumar Hirani film,” says Shailesh Kapoor of Ormax Media, a firm specialising in trade insights. He adds that 102 Not Out has also sustained at the box office owing to its target audience. It caters to older couples and families primarily in multiplexes, patrons that will hardly overlap with the Marvel beast. “These [family films] are rare, with just one or two releasing in a year,” says Kapoor.
Word has it, that the satellite and digital rights of 102 Not Out has been sold for a ₹20 crore deal. It effectively slides the film into profitable margins, the discrepancies in budget reports notwithstanding. With this week’s releases, Raazi and Hope Aur Hum again lassoing in a more general audience, 102 Not Out continues to seize its share of the market. Similarly, the release of another Marvel film, Deadpool, in what could be the Hindi film’s third week, won’t cause any ripples either. 102 Not Out will most likely continue to trickle in its earnings, hopefully ending its run at ₹35 to ₹40 crore net.
