This is one case study that I would like to request the authors of Superfreakonomics - Steven D. Levitt and Stephen J. Dubner to research. It would also perhaps interest the 'Tipping Point' maverick Malcolm Gladwell.
It was July 23rd when the promos of Dabangg got released and like the wind Dabangg just got into everybody's nose. I felt it was a viral campaign of the physical world. I didnt meet a single sole who was not waiting (or desperate) for the movie to release. Desperate, I say, because all of us wanted to catch it on the first show or on the first weekend. Nobody was waiting for others to give review.
I was not wrong. Dabangg released to a biggest response in 2010. Taran Adarsh tweets, "As per initial trends, 'Dabangg' will be competing with just one film – '3 Idiots'. It is expected to cross 13 crores that '3 Idiots' did on a opening friday. 'Raajneeti' - the biggest opener of 2010 did Rs. 10 crores.