New Delhi

Imtiaz Ali is overwhelmed by the way audience has embraced "Main Vaapas Aaunga", helping the Partition drama to script a major theatrical turnaround in the second week of its release.

The filmmaker has been touring different cities and visiting theatres to gauge the response to the film, which released on June 12 and registered its biggest number on day 10, earning a net of Rs 5.75 crore from across 1,971 shows in India, as per the trade tracking website Sacnilk.

"Ultimately, 'Janata janardan hai'. We always try to predict people, put them into categories and socio-economic classes and we try to make strategies to predict how people are going to react to a brand or a film, but I think people largely understand cinema. We should actually learn from them how to make a film and how to market films," Ali told PTI.

"I am overwhelmed by the response to 'Main Vaapas Aaunga'. I find myself going to cinema theatres and just gazing at the faces of the audience and seeing the film through their eyes. I have been to six cities already and planning to go to more," he added.

"Main Vaapas Aaunga" opened to good reviews but a tepid box office response in the first three days. The film saw a jump on day seven by earning Rs 2.20 crore, taking the week's number to Rs 12.25 crore.

In a surprising turnaround on second week, the film, starring Naseeruddin Shah, Diljit Dosanjh, Vedang Raina and Sharvari, made around Rs 12 crore in just three days, equal to its week one haul. Distributors and exhibitors, given the positive buzz, had already announced of adding more shows for the movie.

The film's net collection as of now stands at Rs 26.75 crore after it earned Rs 2.50 crore on Monday, as per Sacnilk.

Ali is thankful to the way trade people, who he calls "the first line of contact with the audience", have responded to the positive word of mouth for the film by increasing screen count.

"In this journey, I have realised the amazing connection between audience and exhibitors, the theatre halls and the distributors, what we call trade and who we usually are scared off as filmmakers... It has been a divine connection for 'Main Vaapas Aaunga'.

"The community of exhibitors, theatre owners and distributors and so many people from the trade have stepped and supported 'Main Vaapas Aaunga' as though it is their film. The community of distributors and exhibitors has started shows at unlikely times at so many theatres because of the audience demand," the filmmaker said.

As more and more people watch the film, Ali is trying to reach out to those who have supported the film in India and internationally.

"I have tried to make messages and send them directly because that's the reason people are getting to see this film. And it's really amazing to get personally in touch with the trade and the wonderful people who work with us and for us."

"Main Vaapas Aaunga", which has music by AR Rahman and lyrics by Irshad Kamil, is set in present day India and told through the ramblings of a 95-year-old man old man. His grandson finally pieces together the puzzle to draw a picture of Partition, trauma and love that could never be.

In a post on Instagram on Monday night, Sharvari also celebrated the film's growing popularity and thanked audiences for embracing the movie.

"I don't know if there's a greater feeling than seeing something you poured your heart into find a place in other people's hearts. The messages, the videos, the tears, the conversations, the love... I've been reading and watching all of it, often with tears in my own eyes," Sharvari wrote.

The actor also posted a series of behind-the-scenes photographs from the film's set.

Sharvari said every performer hopes to be part of a story that resonates with audiences and remains with them long after they leave the theatre.

"Seeing so many of you connect with Main Vaapas Aaunga the way you have has been incredibly humbling. Thank you for showing up. Thank you for feeling every emotion with us. Thank you for carrying this film forward with your love. My heart is very, very full," she added.

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"Main Vaapas Aaunga" is produced by Birla Studios and Applause Entertainment in association with Window Seat Films.