EXCLUSIVE: Akshay Kumar's PadMan: Trade Experts predict a smooth start at the box office

Akshay Kumar’s upcoming social drama PadMan is all set to hit the theatres on February 9. The film has become a rage on the social media after the makers came with a brilliant marketing strategy - PadMan Challenge. We saw many celebs and social media users holding a pad in their hands and putting up the pictures with a message that says - 'It's normal to hold a pad in the hand and they aren't ashamed of it'. 

Akshay will be seen as Arunachalam Muruganantham, inventor of low-cost sanitary napkins for women in rural areas. The movie also stars Radhika Apte and Sonam Kapoor in lead roles. 

In an interview with a leading daily, when asked if PadMan’s unconventional subject is making people nervous, Akshay said, "Nervous? No! Intrigued? Yes! There’s nothing to be nervous about. This is a subject that can, and will only help our society. [In the film] there’s no controversial behaviour. In fact, the Censor Board has loved it and hasn’t cut a single thing. What more can anyone want from a film with a message? So I’d say, people, instead of being nervous, be encouraged; use this intrigue to spread the awareness we’re working so hard to create. This is to better the lives of your wives, mothers and daughters. What’s there to be worried about? Come on people, be brave, be mad."

Now, the film is releasing tomorrow, we thought to get in touch with the trade gurus and know how much will the film earn on Day 1:

What do you think about the first day figures of the film? 

Akshaye Rathi

Akshay Kumar's film do well as we all know and they do anything between Rs 11 to 15 crore. It's getting a good release and Padmaavat's screens will subside eventually as people have watched the film as it's been two weeks now. There's no Aiyary either so it will get around 2500 screens. So, it should touch around Rs 12-15 crore at the box office on day 1. I certainly think the film will earn Rs 50 crore in its first weekend and rest depends on word-of-mouth. 

Atul Mohan

I am looking at the day 1 to be around Rs 12 crore at the box office and rest depends on how people perceive the film. It might over Rs 15 crore if the reaction to the film is positive. Talking about Periods and Sanitary Pads is a taboo and people are sceptical for what the film has to offer. It will be after the first shows that we will get to know the audience reaction. If people liked the film, I am sure the film's business will be amazing. 

Will the promotional strategy or PadMan challenge benefit the film?

Akshaye Rathi 

At multiple levels, it's a brilliant campaign. While talking about it, they are catering that section of the society which considers it to be a taboo and they are showing it's as normal as it could be. The campaign is driving great communication. Not just for the film, it has got support for the cause which is an outstanding idea. It has got tremendous traction for the film. 

Atul Mohan

Celebs do promote each other's film and it's a good idea. They did at the time of Toilet too, but this one has taken the social media promotion to some other level. Social media's presence in metro cities is high but the film caters to the issues of rural areas. It will surely benefit the film in a big way in metro cities and rest will entirely depend on the reaction that the people will give post watching the film.