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Before the unveiling of its theatrical promo, Befikre was one of the most awaited films of 2016. Yash Raj Films had done well to create continued momentum around the film by releasing one poster each every month. Considering the fact that Aditya Chopra was returning after 8 years and Ranveer Singh too had a biggie like Bajirao Mastani behind him, the film was red hot.
There were some murmurs that began though when the promotional track ‘Labon Ka Karobaar‘ was released. This was followed by the theatrical promo and the reactions were mixed. Still, considering the coming together of various brands, it was still expected that the opening would be at least respectable. This is what happened and the first day numbers were 10.36 crore. However, when there was no growth per se over rest of the weekend, it was pretty much an indication of things of come.
This reflected in the Monday collections which came to 5.20 crore. Ideally, the film needed somewhere close to 7 crore in order to have a healthy Week One total in the offering. However, weekend was a clear indication that it was out of equation. Now currently, the film is standing at 39.63 crore and while on fair value these are still decent, when you have one of the most anticipated releases of 2016 towards the fag end of the year, you would ideally expect around 50 crore to have already come in.
For now, Befikre would do well to have 50 crore as the Week One collections.
Joginder Tuteja tweets @tutejajoginder
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