Sep 19, 2026 9:30pm IST
‘Vibe’ Box Office: Can Kunal Kemmu’s Film Turn A Slow Start Into A Successful Theatrical Run On Word of Mouth?
Kunal Kemmu’s “Vibe” has opened on a slow note at the box office, with the film recording around 10% occupancy in morning shows on its release day, September 18. The question now is whether the film can build momentum through word of mouth and turn a subdued opening into a more sustained theatrical run.
The early response has been largely favorable, though reviews have not been unanimous. The Kunal Kemmu directorial, starring him alongside Preity Zinta and Sparsh Shrivastava, is a comedy about two friends caught up in an espionage plot. Several reviews have praised its comic portions, while others have noted a drop in consistency in the second half.
Related Stories
For “Vibe”, the immediate test will be whether audiences who have watched the film recommend it to others. Trade analyst Ramesh Bala believes the film’s low opening does not necessarily determine its eventual run, pointing to the possibility of stronger collections if audience response translates into better business over the weekend.
“Vibe may have tracked a low opening, but there is definitely a silver lining. Films in this space don’t necessarily need a huge Day 1 if audiences start recommending them. The positive reviews and Kunal Kemmu’s goodwill after ‘Madgaon Express’ could help bring people into theatres, but ultimately it is public word of mouth that will decide the film’s trajectory,” Bala says.
Akshay Rathie, Director at Aashirwad Theatres Pvt. Ltd., also sees room for the film to find momentum, particularly in metro centers and multiplexes. He points to the attention generated by the trailer and Kemmu’s recent association with comedy.
“Vibe looks like a film that’s actually caught the attention of people because of its trailer. Over the last couple of films Kunal Kemmu has been a part of as a director or an artist, he’s certainly developed something of a fan following for the genre of humor he has. And I’d actually expect Vibe, especially in the metro centers and the multiplexes, to find momentum,” Rathie says.
There is a recent precedent for films recovering from weak openings through audience-driven momentum. Imtiaz Ali’s “Main Vaapas Aaunga” opened to ₹1.28 crore in India but saw a significant rise in its second week as word of mouth took hold. The film eventually closed its theatrical run at over ₹65 crore net in India.
“Hanuman Ansh” presents an even more pronounced example. The film opened at around ₹10 lakh on August 7, but its collections accelerated sharply from the third week, with its later run driven by audience interest and word of mouth. It has since crossed ₹300 crore worldwide.
“Vibe” does not have to replicate either trajectory. Still, the next few days will determine whether its low opening remains the defining box office story or becomes merely the starting point of a longer run.
Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.