A big budget and big names are generally perceived as the most crucial ingredients for a film's success at the box office. Movies with a good content don't always win financially, but they might have more staying power. In an encouraging trend over the last few years, there has been a lot of talk about word-of-mouth publicity affecting a movie's business — swamping even critics' reviews.

'Dum Laga Ke Haisha' starring Ayushmann Khurrana and Bhumi Pednekar opened to dull houses, but its business picked up gradually, courtesy word-of-mouth buzz. As of Monday, the film's collections  had almost touched Rs 18 crore