"You have to look at the way it is sustaining itself", informs Ritesh, "Agreed that Friday opening was just fair but it has seen an increase on Saturday and Sunday. Also compared to Friday, Monday collections haven't shown a drastic fall. When the biggest of films see a 50% fall on the weekdays, Luck By Chance has managed to perform far better."
There are speculations though that the film has been sold at a very heavy price due to which it would be difficult for BIG Pictures to recover its investment. The numbers being floated around are anywhere between 25 crores to 35 crores.
"Contractual obligation doesn't allow me to talk about the film's selling price. However, let me state that both Excel Entertainment and Big Pictures have strong business sense and the money deal has to be mutually beneficial. All I can say though is that if the numbers were of the kind that you mention, I would have been owning jets," says Ritesh with mock humour.
How does he plan to keep the film in news for second weekend, the most crucial in current circumstances?
"We are continuing to push the promos the way we were doing earlier. Other than that there is no need to do anything extraordinarily different since we have the biggest weapon in our hand that will help Luck By Chance sail through - 'Word of Mouth'. I am yet to come across a single person who has said that he/she didn't like the film. It's this very factor that will help the film to sustain for a really long time."
Mahesh Ramanathan, Chief Operating Officer, BIG Pictures says, "Luck By Chance has won tremendous acclaim from audience as well as critics. Also, it has been the case irrespective of age or demographics. It is quite encouraging when there is a unanimous verdict on the quality of a film. For us the film is a success and it would only become bigger in weeks to come. The film is holding up quite well on weekdays and we are very positive about the film's prospects."
Even in the second week, there are no plans to reduce the print count for the film. "We are going to engage all the prints even though number of shows would be decreased from the existing count that stands at 3000," he adds.
There are reasons behind the positive statements being made by him. "Even with Rock On, we saw how well did the film sustain with superb word of mouth. In any case, for Luck By Chance, we didn't expect a big opening. It was always meant to be a word of mouth and this is where it is earning it's points."
He concludes with an analogy, "In gymnastic parlance, Luck By Chance is akin to scoring a perfect 10. Normally, in case of every movie, there is a 'for' and 'against' factor involved. In case of Luck By Chance, there is universal acceptance. That's something which is very rare."