Hanuman Ansh and the word-of-mouth wave

Hanuman Ansh, a devotional drama film, is experiencing a surge in audience interest and attendance as it reaches the top of its fourth week at the box office. India's largest cinema exhibition company, PVR INOX, has been instrumental in this success, adding more showtimes to its network to accommodate the growing demand for the movie.

The film's momentum has been fueled by positive word-of-mouth and social media buzz, prompting theatres to increase show availability and provide more opportunities for viewers to watch it on the big screen. PVR INOX reports that Hanuman Ansh is attracting a wider demographic, including younger audiences and senior citizens, beyond its initial core fan base.

Written and directed by Vishal Chaturvedi, Hanuman Ansh tells the story of Dr Ram Bhosle, an Indian freedom fighter who transforms from an underground rebel to a yogi under the guidance of Neem Karoli Baba, also known as Maharaj-ji. The film delves into themes of faith, service, and inner transformation.

PVR INOX CEO Gautam Dutta commends the film's growing audience connection, noting that Hanuman Ansh is currently attracting an occupancy rate of over 50% in its theatres. The movie's strong Tuesday performance and sustained popularity highlight the power of organic word-of-mouth marketing and the role cinemas play in allowing audiences to discover films in a collective, communal setting.