The hype around Yash’s Toxic is getting bigger by the day. With advance bookings opening across India today and the film heading for a massive worldwide release on August 26, expectations are naturally sky-high. But behind all that excitement sits a much bigger question, can the film convert the hype into the kind of box-office business its scale demands?
According to producer G Dhananjayan, the film has reportedly done close to Rs 600 crore in pre-release business. That puts Toxic in a different league even before it reaches theatres.
With that kind of business already attached to the film, a big opening is expected considering Yash’s market and the current buzz. But an average talk could become a problem. The film needs strong word of mouth to keep the momentum going beyond the first few days.
That is where Toxic faces its biggest challenge. The audience may turn up in large numbers initially, but the film needs to give them a reason to return and recommend it to others. A hit talk can push the film towards a long run, while mixed or average reports could put pressure on collections quickly.
The hype is there. The business is there. Now Toxic needs equally strong talk to justify the expectations surrounding it.
