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Imtiaz Ali’s Highway, starring Alia Bhatt and Randeep Hooda, may have received rave reviews, but that hasn’t 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,” 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, it’s 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.
“The strategy to have a limited release goes in the film’s favour, as it’s done well in urban centres, while Highway's box office collections have not been up to the mark in mass-dominated circuits,” 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. “The Highway box office collections on Sunday showed a decent growth. But that’s not enough to slot the film as an earner with as much as Rs 30 crore as its budget,” adds trade expert Vinod Mirani. Yet it’s 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. “The night shows went houseful, and the film continued to maintain footfalls even on Monday. It will sustain because there’s a lot of positive word-of-mouth surrounding it,” he predicts.