29 directed by Rathna Kumar and starring Preethi Asrani and Vidhu released in theatres on May 7 and has opened to mixed reactions from audiences and critics.
Although Rathna Kumar’s earlier films after Meyaadha Maan did not perform well commercially, 29 managed to create decent pre-release buzz. The film attracted attention mainly because it was jointly produced by Karthik Subbaraj’s Stone Bench Creations and Lokesh Kanagaraj’s G Squad Productions.
The team also carried out extensive promotions before release. Rathna Kumar and the cast actively participated in promotional events and appeared on several YouTube interview platforms to increase visibility for the film.
Despite these efforts, 29 is reportedly struggling at the box office and is now heading towards washout status. This comes even though a section of critics responded positively to the film.
Some viewers have said the film starts strongly with an entertaining and engaging first half. However, many audience members reportedly felt the second half became slow and emotionally less effective because of a draggy screenplay.
At the same time, several critics stated that despite its flaws, 29 remains one of the comparatively better films released in Kollywood this year. Positive reviews from critics, however, have not translated into strong theatrical footfalls.
Trade discussions suggest the ongoing political developments in Tamil Nadu after the recent election results may also have affected audience interest in theatres. Many believe the political atmosphere reduced attention towards smaller film releases.
Some industry observers feel the film could have performed better if it had arrived during a less crowded and less politically intense period. According to them, the release timing worked against the film’s box office potential.
For now, 29 continues to struggle commercially despite receiving some appreciation from critics. It remains to be seen whether the film can improve its collections in the coming days and at least recover its investment during its theatrical run.
