Uri becomes the first sleeping hit of 2019

Debutant director Aditya Dhar and producers RSVP have much to rejoice about. Their war film Uri: The Surgical Strike has declared a war of its own at the box office. After unexpectedly hitting the 100-crore mark, the film is marching towards the 200-crore target quite effortlessly.

Trade expert Taran Adarsh explains the phenomenon.  “Uri has worked for multiple reasons. One, the choice of the story as well as storytelling deserve full marks. The surgical attack and how it was executed is brilliantly depicted. Two, Uri is all about the national pride, power and patriotism. Three, Vicky Kaushal's bravura performance, Aditya Dhar’s superb direction, Mitesh Mirchandani's stylish cinematography and the background score and sound design are superb. Most importantly, the war-cry — ‘How’s The Josh? High Sir!’ — has caught on in a big big big way.”

Agrees trade analyst Girish Johar who feels Uri has several factors going in its favour. “Obviously it is extremely well made and all the actors have performed exceedingly well. Its technical crew has also given fantastic inputs — right from direction, to its music, camerawork, editing, background score... all have come out double thumbs up. Also, the timing of the release worked in its favour. The other films fell down like ninepins as none of them were enjoyed by the audiences. This also helped it get a longer run at the BO.”

Johar also attributes the spectacular success of Uri to its ticket pricing. “The makers very smartly manoeuvred the ticket prices, which ensured that it becomes comfortable for the audiences at a wider level to watch it. This move became a double winner for them as the audiences went into repeat mode with the film, which is very rare these days,” he says and adds, “Basically everything worked, every plan and move became successful and all has gone right for this film — from audience’s love to critics’ praises. ‘How’s the Josh’ isn’t merely a tagline for film lovers anymore, even the top political brass took to it. When India won the match with New Zealand, BCCI officially stated ‘How’s the Josh? High sir!’ line. That’s the Uri impact.”

“Films on soldiers at the battlefront if made sincerely never fails,” says Filmmaker and Industry representative Ashoke Pandit who called Uri an ‘honest and well-made film’.

Uri’s director Aditya Dhar seems to take the film’s spectacular success in his stride.

He analyses, “The  Indian population really connected with the emotion of nationalism. We Indians are inherently very patriotic and emotional and I think because of the digital medium people really know beforehand what any film from any part of the world will offer them. So our desire to give something truly international and still keeping our Indianness intact when it comes to emotions and feelings is what I feel worked really well with the audience.”

Speaking about Uri being too anti-Pakistan to be released in Pakistan, Aditya Dhar says, “Our film is about a nation’s fight against terrorism. Considering the Pakistani’s are also suffering heavy losses due to terrorism, they along with every country in the world fighting against terrorism should see it. Who knows, Uri might become a tool for everyone to come together and fight  against the global menace of terrorism.