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Imtiaz Aliís Highway, starring Alia Bhatt and Randeep Hooda, may have received rave reviews, but that hasnít translated into great box office collections. 'Highway' box collections in first week had been only Rs 22.38 crore (India business).
"#Highway Fri 3.42 crore, Sat 4.82 crore, Sun 5.75 crore, Mon 2.24 crore, Tue 2 crore, Wed 1.90 crore, Thu 2.25 crore. Total: Rs 22.38 crore nett. India biz only,Ē trade expert Taran Adarsh tweeted.
The good thing, however, is that the film is performing well at multiplexes. Despite a modest release of 800 screens, itís catering well to the niche audience that it was aimed for.
Though Highway started slow on Friday, the business picked up through positive word-of-mouth. It managed to do decent business, considering it only released in 800 screens.
ďThe strategy to have a limited release goes in the filmís favour, as itís done well in urban centres, while Highway's box office collections have not been up to the mark in mass-dominated circuits,Ē Taran Adarsh said.
Seventy-five per cent of the Highyway's box office collections came from Delhi-NCR-Punjab and Mumbai centres. It managed to garner Rs 13.99 crore in its opening weekend. ďThe Highway box office collections on Sunday showed a decent growth. But thatís not enough to slot the film as an earner with as much as Rs 30 crore as its budget,Ē adds trade expert Vinod Mirani. Yet itís still early to say if it would recover its cost and make money for the distributors and exhibitors.
Sanjay Dalia, President, Cinemax India Ltd, however, is positive. ďThe night shows went houseful, and the film continued to maintain footfalls even on Monday. It will sustain because thereís a lot of positive word-of-mouth surrounding it,Ē he predicts.