What is common among ‘Padmavat’, `Fukrey Returns’, ‘Jagga Jasoos’ and ‘Baahubali 2’? Do you categorize these as hit or flop movies? Is it about star power or promotions on every possible platform? What made ‘Baahubali 2’ a huge success in North India, when barely anyone knew the name of the lead actors? Well, it’s all about ‘word-of-mouth’ (WOM) that determined the success or failure of these movies.

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