India, June 24 -- The turnaround Main Vaapas Aaunga has seen at the box office has reaffirmed the audience and the industry's faith in the power of word-of-mouth. The film's director, Imtiaz Ali, has hailed the audience's power in propping up the film and said that the industry needs to learn from them about how to make and market films.

Main Vaapas Aaunga, a romance drama set around Partition, earned just Rs.5 crore net in its opening weekend, but increased it to Rs.12 crore for the second weekend. The film saw a staggering 130% jump on its second Saturday. Many cinema chains across India were forced to add new shows due to audience demand. Talking about the film's changed fortunes, Imtiaz told PTI, "I am overwhelmed by the response to ...