Pati Patni Aur Woh had a low first day at the Indian box office, collecting Rs. 3.85 crore nett approx. The Ayushmann Khurrana headlined film featuring Wamiqa Gabbi, Sara Ali Khan and Rakulpreet Singh, opened to less than half of what Pati Patni Aur Woh did in 2019. The outcome came as no surprise and was largely on expected lines. While this is technically a franchise film, there is virtually no franchise value here to draw audiences on its own. In such a case, it comes down to music and trailers to move the needle, which didn’t happen here.
The post-pandemic era has been particularly unforgiving for small and mid-budget small-town comedies. Before the pandemic, especially during 2018-2019, this space was thriving with a plethora of hit films, including Pati Patni Aur Woh. Ayushmann Khurrana was at the forefront of this trend, delivering multiple back-to-back hits that also opened well at the box office. Had this film been released in 2020, it likely would have opened three to five times higher than its current numbers.
A major reason for the turning of fortunes for this type of films is the erosion of the theatrical base due to the rise of OTT/SVOD. The short OTT/SVOD release window makes it tough for non-event/tentpole releases to sell tickets, as it is very convenient to just wait eight weeks and watch the same film for free at the comfort of home. Unless the content generates exceptional word-of-mouth and becomes a genuine talking point, these films are relegated to the small screen.
The industry needs to realise this and work toward making this wait inconvenient for months rather than a few weeks. It is the only way. The benefits may not be visible immediately, and it could even impact digital rights recovery in the short term, but over the long run, it may help preserve the theatrical ecosystem. A healthy theatrical market remains essential for the survival of the film industry, particularly in India, where the home media market is virtually non-existent.
Disclaimer: The box office figures, opening-day forecasts, and lifetime collection projections mentioned in this article are subjective trade estimates compiled from various commercial parameters, advance booking trends, and market sentiment. These are purely analytical tracking figures and do not constitute actual, finalised collections or certified accounting statements.
