Why Veere Di Wedding Should Reclaim the Chick Flick


Why Veere Di Wedding Should Reclaim the Chick Flick

Illustration: Shruti Yatam


ast July, when Girls Trip released in theatres alongside Christopher Nolan’s widely anticipated Dunkirk and the sci-fi porn Valerian and the City of Thousand Planets, the all-women comedy was projected to gross only around $20 million. As luck would have it, the rib-ticklingly funny Tiffany Haddish, Jada Pinkett Smith, Queen Latifah, and Regina Hall-starrer was a box-office anomaly. It became 2017’s first live action comedy produced, written, and starring African-Americans to break the $100 million+ mark.

The film had a unique marketing strategy: Girls Trip was sold as an event movie for adult women. The bawdy comedy’s success was a needful reminder of two facts. First, that it is imperative to treat any women-led film as an A-level event (no less than the Avengers frenzy that grapples the whole world). And second, not shy away from acknowledging that these films are targeted toward a starving demographic of women, who want to see versions of themselves on screen, having fun.