Shah Rukh Khan has struck gold at the box office once again with his latest movie "Happy New Year", which is not only breaking multiple records but is also heading towards creating history at collection centres as the movie crosses the ₹310 crore mark.

But what is it that is working in favour of the movie at collection centres? Find it below.

Shah Rukh Khan's Electrifying Presence
One can easily say that the major factor for 'Happy New Year' getting record-breaking opening and making more than ₹300 crore worldwide in 14 days is Shah Rukh Khan's presence in the movie.

There is something magical about him and this has worked big time for the flick. Without him in the cast, it is difficult to imagine the movie making half of what it has done now.

Mega Promotions
Have you noticed how the 'Happy New Year' was promoted before the release? The Shah Rukh Khan and Farah Khan led team travelled to every nook and corner of the nation to reach out to the audience. This encouraged mass audience to watch the movie at least once, irrespective of the reviews that the film received from critics. By the time the film was ready for its release, the 'Happy New Year' fever had gripped the nation.

Masala Quotient
You may love it or hate it but you cannot ignore "Happy New Year." It is because it is a fun-filled masala entertainer. Despite all the drawbacks, the movie manages to entertain audience and this factor has played a major role in its crossing  ₹300-crore mark at collection centres.

The Contribution of Other Cast
The contribution of other cast like Deepika Padukone, Abhishek Bachchan, Sonu Sood, Boman Irani and Vivaan Shah cannot be ignored in the multi-starrer movie. They have added a huge value to "Happy New Year".

The Role of Technical Departments
Vishal-Shekhar's music, John Stewart Eduri's background and Manush Nandan's cinematography are plus points for "Happy New Year".

Along with these factors, "Happy New Year" has a decent storyline and a good screenplay. Meanwhile, the film will soon reach the ₹325-crore mark at worldwide box office and is inching towards 200-crore mark at domestic box office.

Happy New Year
A still from Shah Rukh Khan starrer 'Happy New Year'.IB Times India