Rama goes unnoticed; 'Ae Dil...' made Rs 78 cr, Shivaay Rs 28 cr in first week

This week had a solo release, Mahayoddha Rama (Animation); the week after Diwali saw two releases, namely, Shivaay and Ae Dil Hai Mushkil. However, the film, lying in cans for eight years now, failed to draw audience. Lacking in publicity and promotion, the film went unnoticed.

Ae Dil Hai Mushkil had a below par opening and, as the reports that came out from the early audience went against the film, it deteriorated on Saturday and Sunday leading to a weak opening weekend of Rs 35.25 crore. However, after Diwali, the film peaked on Monday almost doubling its opening day figures. The collections remained strong even on Tuesday, being a holiday and a day of family outing. Wednesday onwards, the film found its own level to match its merit as the collections dropped for the film to close its first week with a tally of Rs 78.2crore.

hivaay, Ajay Devgn’s second attempt at direction with this action adventure, did not generate the expected anxiety and faced a poor opening day response. The collections remained static on the lower side on Saturday and Sunday as the film could put together just Rs 27.8 crore for its first weekend braving dull Diwali days.

However, the next two days into the new week, the film made the most of two holidays on Monday and Tuesday as the collections on both days took a massive leap. By then, Devgn had also deleted about 10 minutes of length from the film following reports of the 172 minute length affecting collections.

Collections dropped thereafter on Wednesday and Thursday as the film collected Rs 65.1crore for its first week.

Minor releases like 31st October (tax free in Punjab), My Father Iqbal, Ek Tera Saath, Gandhigiri rated as total loss projects.

Motu Patlu (3-D; Animation) added about Rs 10 lakh in its third week to take its three week total to Rs 4.25 crore.

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