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Janhvi Kapoor, Gulshan Devaiah, Roshan Mathew and Meiyang Chang starrer Ulajh opened to mixed reviews on August 2. The movie is also off to a very slow start at the box office. According to early reports, shared by trade website Sacnilk at 6 pm, the collection of the film in India stands at Rs 0.45 crore. Upon its release, Gulshan took to his X handle to stress on the importance of word of mouth publicity and said “if the audience deems it fit, they will give us the gift of their very precious and coveted WOM”.
On Friday morning, Gulshan took to his official X handle and wrote, “Word Of Mouth” is the Mt Everest of publicity. It can’t be created without the organic support of the audience. This is what every movie in the cinemas hopes & prays. #Ulajh is in cinemas today.”
Expressing his love for cinema, Gulshan wrote, “I fell in love with movies since I was 6/7 years old. It’s always a special feeling to have a theatrical release. It’s been a little over 13 years in the business now & ya the ability to handle stress gets better & better with experience , so I’m not really stressed or anything. If the audience deems it fit, they will give us the gift of their very precious & coveted WOM.”
“Word Of Mouth” is the Mt Everest of publicity.
It can’t be created without the organic support of the audience. This is what every movie in the cinemas hopes & prays. #Ulajh is in cinemas today.
I fell in love with movies since I was 6/7 years old. It’s always a special… pic.twitter.com/DbCbH2CJZ2— “SuperGullu” (@gulshandevaiah) August 2, 2024
Ulajh, directed by Sudhanshu Saria, focuses on a young IFS officer, with a legacy of patriots in her family, entangled in a dangerous personal conspiracy amidst a career-defining post far away from her home. The film, announced in 2020, was shot in India and London.
Shubra Gupta in her review for the indianexpress.com wrote, “It’s disappointing because here’s a fine ensemble left to fumble through an amateurish plot-line. The trouble that Hindi films with heroines leading from the front is visible in the way Kapoor is planted front and centre, even when her character should have known better: stepping aside, and letting the experts do their job. When your lead is upped at the expense of the other characters, who feel underwritten, then you’ve underserved the film.”
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