There are blockbusters and there are films that are hyped to such an extent that by the time the film releases and the audience realize how bad it is, the makers already rake in the moolah.

With correct packaging and equally good marketing strategy, disaster films still manage to make good money and this was proved by many Bollywood films in recent years.

Now, south’s maverick director Shankar too has followed the same game plan. His film has made Rs 100 crores in all the four languages it was released in the first five days, according to trade reports.

While the Tamil critics were lenient, in Telugu the film was called a disaster.

But this did not affect the collections as the Sankranthi holidays worked in favour of the movie which has Vikram sporting three looks.

As mentioned earlier, while Telugu people decided it was a bad film, Tamil audiences put it in the ‘one time watch’ category only due to Shankar and Vikram.

On the other hand, the Hindi audiences simply didn’t bother to watch the film. Meanwhile, the film is said to be doing good in Kerala.

After crossing the Rs 100 crore mark, the film is now gearing up to face the real test as the festival season is over.

Since packaging and marketing gimmicks won’t work from now on, collections will depend on how the audiences will receive the film.

Incidentally, despite making more than Rs 100 crores, Rajinikanth’s Lingaa entered the failed category.

If 'I' wants to sail through, it has to make sure that the collections don’t dip suddenly and that’s totally dependent on the audiences’ mood post festival.