Ittefaq marks the tenth collaboration of two biggies of Bollywood – Shah Rukh Khan and Karan Johar. The film stars Sonakshi Sinha, Sidharth Malhotra and Akshaye Khanna. Although the team did not promote the film by flying from one city to another, everyone who had been associated with the project have done a good job keeping the energy alive.
It started with a thrilling trailer and later the say-no-to-spoiler videos were released on social media with a hashtag. Despite competitions like Thor: Ragnarok and Golmaal Again, the film has not lost its ground. On the opening day, it started the journey on a decent note and registered the business of 4.05 crores from approximately 1100 screens across the country.
On Saturday being weekend and due to favorable word of mouth, Ittefaq witnessed decent jump and raked the business of 5.50 crores. On the last day of weekend i.e Sunday, it showed more growth and minted the amount of 6.50 crores. After the opening weekend, total collection of the movie was recorded as 16.05 crores.
Now Ittefaq has entered in weekdays and asusual faced abrupt drop in footfalls due to normal working day. On Monday Sidharth-Sonakshi-Akshaye starrer reported 48% of drop and added the amount of 2.25 crores to it’s account. With this, 4 days domestic total of the movie has become 18.30 crores.
Ittefaq has been made on a very controlled budget which will come in handy if the movie turns out to be a profitable venture for the makers. The makers also adapted the unique strategy of no promotions for the film. It has been collecting whatever it is only on the basis of word of mouth.
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