Positive word of mouth really matters for Bollywood film ??

this is really important specially for the small film and a big film which is clashing with a bigger film !!

I loved Lootera, its a cinematic gem but I accept it was a slow film made for niche audience..

If you see movies which have made profit out of good WOM are generally comedy, thriller or social drama movies which are generally fast paced, entertaining but are not seen due to some presumptions. Those movies need validation. The audience is willing to pay and go to theatre if and only if the movie is good. Once some people sees it and spread the word , more and more people watch it. Piku, Neerja, Payar ka panchnama2 etc are examples for +ve WOM