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Haider: Going Strong!


Mumbai, Oct. 10 -- In the past, with Maqbool (2004) and Omkara (2006), director Vishal Bhardwaj successfully adapted two of Shakespeare's plays, Macbeth and Othello.

Not surprisingly, there was a lot of anticipation ahead of his third and latest adaptation, Haider, which sets Hamlet against the volatile state of Kashmir in 1995. The film, produced by UTV, released on October 2, and has garnered positive reviews.

Expressing his joy at the film's successful run, Bhardwaj says, "I'm ecstatic with the response the film has received so far. The release was planned perfectly by UTV, and the fact that audiences are coming again and again to watch it is a matter of pride for us."

Haider also marks the return of a successful actordirector duo, as Shahid Kapoor reunites with Bhardwaj post Kaminey (2009). The film also stars Tabu, Shraddha Kapoor and Irrfan, among others. Talking about their performances, Amrita Pandey, VP and head of marketing and distribution, Studios, Disney India, says, "The performances by Shahid Kapoor, Tabu, Shraddha Kapoor, Irrfan and Kay Kay Menon had the audience hooked right from the first trailer."

While good content, insightful marketing and smart distribution strategy are believed to have contributed to the film's success, word -of-mouth publicity was the biggest factor, according to Ashish Saksena, COO, Big Cinemas. He says, "Haider not only took a good opening, but has also shown remarkable growth. The word of mouth was extremely positive, and made it a mustwatch film."

Talking about the good run, Rajender Singh Jyala, VP - programming and distribution, Inox (the multiplex chain), says, "Haider opened to almost full houses at Inox in most parts of the country, especially in metro cities. The movie further picked up after Friday, and was almost full through the weekend." Kamal Gianchandani, president, PVR Pictures Limited, adds, "We are thrilled with Haider's exceptional growth at the box office; it's turning out to be a real gem."