Debutant Jenuse Muhammad (son of Veteran Mollywood director Kamal) directorial and Dulquer Salmaan–Nithya Menon Starrer film 100 days of love which released on 20th March 2015 was seems to be having a downswing at the moment. At the time of its release the film had opened to mixed reviews from the critics and audience alike even though it pleased the people who had a craze for so called romantic films.
The film had a great opening at box office as well owing to the popularity of Dulquer Salmaan and also due to the lack of opposition in that week. But from 27 th March 2015 big films like Mohanlal-Sathayn Anthikkad team’s much awaited film Ennum Eppozhum and Debutant Prajith directorial, Vineeth Sreenivasan scripted Nivin Pauly-Aju Varghese starrer Oru Vadakkan Selfie had hit the screens across Kerala. Both films got decent reviews from common people and critics alike and already declared as super hits of the year.
Ennum Eppozhum has secured the top position at box office with huge family support and secured the long run as well. Oru vadakkan selfie attracted the youth more and they prefer this film than 100 days of love. Ennum Eppozhum took a decent opening and later began to rule the box office. At the same time Oru Vadakkan Selfiue took a great opening at box office and maintaining a steady going even though the collections are dropped a bit as family audience prefers Ennum Eppozhum more.
But 100 days of love suffered due to all this. The time of its release is the main villain for this film as a better time could have given a better status to the film. The collections are dropped down heavily and also the film has lost many centers due to other releases. The marketing strategy has also affected the film badly and the fans also not given much preference to the film after the first 3-4 days.
Mammootty fans who had supported the film at the initial stages deserted the film as Oru Vadakkan Selfi had come and also Bhaskar The Rascal is approaching its releasing date. Other people including families chose Ennum Eppozhum as their vacation favourite and it really made the box office performance of 100 days of love on a downswing. The film may already become a safe one due to the big initial and will end up as only an average grosser due to the above mentioned reasons.