'Highway' earns 13.97 crores in the opening weekend
‘Highway’, released across 800 theatres last Friday, had quite a poor response from movie goers initially. But the film picked up over the weekend and recovered almost 70 percent of its production cost of Rs20 crores in just three days.
The film was screened at the Panorama section of the 2014 Berlin International Film Festival as well.
The movie collected Rs 13.97 crores at the Indian Box Office in the first weekend. According to experts, its three-day business is equivalent to several big movies. Its collection breakup is Rs 3.42 cr on Friday, Rs 4.80 cr on Saturday and Rs 5.75 cr on Sunday.
According to Boxofficeindia, “Highway grossed around 13-13.25 crore nett in its first weekend. The film had an upward trend over the weekend but due to a slow start at most places it needed a bigger jump on Saturday. The growth had to be over 50 percent but was around the 35 percent range.”
‘Highway’ is one of the most talked about films in recent times, with big names such as director Imtiaz Ali, producer Sajid Nadiadwala and music director A R Rahman attached to it.
The movie centres round the story of a young woman kidnapped just before her wedding and is held for a ransom. Here she develops a strange bonding with her kidnapper. The film has received mixed reviews and many critics have appreciated its fresh storyline and distinctive narrative.
According to critics, Alia’s performance in the movie has been commendable, the screenplay and the implementation of the script have made the film quite an experience, which may have helped the film with its box office collections. But the length of the movie could have acted as a hindrance.
Analyst Taran Adarsh said, “From the business point of view, UTV’s strategy of releasing the film in limited screens — targeting the multiplexes mainly — was the most appropriate decision.”
“For, the film has performed very well at urban centres primarily (multiplex-dominated), registering growth in those sectors (Mumbai city, Delhi city, Pune, Gurgaon, Kolkata, Hyderabad, Bengaluru)... In other circuits, though the business witnessed escalation on Day 2 and Day 3 after a weak start, the overall business is plain ordinary,” Adarsh adds.