Aditya Dhar’s military drama, Uri: The Surgical Strike, starring actors Vicky Kaushal, Yami Gautam, Paresh Rawal, Mohit Raina and Kirti Kulhari has become the first blockbuster of the year as it crossed Rs 100 crore in ten days of its release. Despite having no big stars nor getting the perks of a holiday release, Aditya Dhar‘s directorial debut enjoyed a good word of mouth publicity along with gaining traction through its strong content.

Sharing the figures on his Twitter handle, film critic and trade analyst Taran Adarsh revealed, “And #Uri crosses ₹ 💯 cr… Sure, ₹ 💯 cr is *not* the yardstick to gauge the success of a film, but it should be celebrated when mid-sized films like #SKTKS, #Raazi, #Stree, #BadhaaiHo and #UriTheSurgicalStrike hit century… Content is king and the audiences are king makers!” (sic).

According to Adarsh, it is the best trending film as far as the medium budget films were concerned. The movie has reportedly been able to collect more than the combined cost of its advertisements and production, having made two-times of its budget. Uri was made on a budget of approximately Rs 42 crore. The movie is about the valour of the Indian army and is based on India’s 2016 surgical strike on Pakistan.

Uri crossed Rs 50 cr at the Box Office within five days of its release and Rs 75 cr within eight days. The film’s success is also a testimony to the fact that good content doesn’t need a festive release to reach the audience. The film was released on January 11 and received positive reviews from all around. The makers also organised a special screening for Indian President Ram Nath Kovind a few days back.

In an amazing marketing ploy, the makers of Uri: The Surgical Strike have tricked the users into illegally downloading the movie by having uploaded a torrent claiming to contain the Aditya Dhar directorial. Once the user downloads the 4GB file from a torrent they are in for a shock. While the first few seconds roll out the movie perfectly, the clip then announces that the movie should be watched in theatres and not illegally. We can already imagine the bruised feelings of the users who get to lose a hefty 4GB worth of data all for downloading a mere public service announcement.