Imtiaz Ali interview: On how ‘Main Vaapas Aaunga’ found its voice at the box office
Director Imtiaz Ali discusses the unexpected box office success of his film 'Main Vaapas Aaunga', which gained momentum through social media advocacy and grassroots fan support. Despite a slow start, the film saw increased screenings in cities like Bengaluru due to viral audience engagement.
Why it matters
The story illustrates the shifting power of social media and audience-led marketing in determining the commercial success of contemporary Indian cinema.
Soon after its release on June 12, 2026, Main Vaapas Aaunga was proving to be a typical Imtiaz Ali movie at the box office. Several of his films are celebrated as classics years after underperforming in theatres, and Main Vaapas Aaunga seemed to be following a similar trajectory. The film had a limited release and footfalls were far from encouraging.
The article is a standard entertainment feature focusing on industry trends and director insights.
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