Hindi
No trick in the book worked on screen
MUMBAI: *The week’s major release, Mirzya, seems to have started on a wrong note in that, the posters designs as well as promos of the film did not quite manage to raise curiosity. If at all, they gave out a sort of negative vibes about the film. That the Navratri festival and the pre-Diwali period are never known to draw crowds to cinemas. Owing to these factors, the film had a very poor opening response. The reports from the early watchers only added to the problem as these went against every aspect of the film. The new romantic pair, both from the pedigree stock, failed to create the magic needed for a launch vehicle.
The film had a poor run on day one at the box office managing to put together less than Rs 2 crore with the Saturday figures dropping marginally while Sunday remained stagnant. The film collected just Rs 5.2 crore for its first weekend. That spelt disaster for the film.
*Tutak Tutak Tutiya in which Sonu Sood decided to play the hero, a super star at that, was not a very bright idea. To add to that confidence, Sonu also danced through the film instead of letting the master dancer, Prabhu Deva, do it. Also, this comic horror film provided none of the two really.
The film met with a poor response all over with its collections remaining in lakhs. It collected Rs 2.15 lakh in its opening weekend.
*M S Dhoni: The Untold Story, after an excellent weekend, could manage to sustain only at top-rung multiplexes. The film faced a major drop at single screens with some exhibitors at B Class single screen centres even losing the MGs paid. The rest of the four days could muster only a third of its opening weekend as the film collected Rs 82.6crore in its first week.
*Banjo ran out of steam at the end of its first week run as it could collect a mere Rs 10 lakh in its second week taking its two week total to Rs 7.7 crore.
*Parched collected Rs 2.5 lakh in its second week to take its two-week total to Rs 1.45 crore.
*Days of Tafree: In Class Out Of Class collected Rs 10 lakh in its second week to take its two-week tally to Rs 1.85 crore.
*Pink has remained steady in its third week with collection figures of Rs 6.4 crore taking its three-week tally to Rs 65.3 crore.
Hindi
UFO Cine Media Network unveils ‘India’s biggest cinema moment ever’
Dhurandhar 2 and Toxic tipped to deliver rare pan-India scale for brands
MUMBAI: UFO Cine Media Network is pitching an upcoming dual-film release weekend as what it calls the largest advertising opportunity cinema has offered in India, banking on an estimated 100 million cumulative footfalls nationwide.
The initiative, branded “India’s Biggest Cinema Moment Ever”, is anchored around the simultaneous release of Dhurandhar 2 – The Revenge and Toxic, two high-profile action films expected to dominate screens across regions and languages. Trade projections, supported by cinema measurement tool Procat, suggest the combined lifetime theatrical run could deliver one of the widest audience concentrations seen in recent years.
Dhurandhar 2 – The Revenge, an India–Pakistan spy thriller, is set to release in five languages, broadening its appeal across northern and southern markets. The franchise has already built a sizable multilingual following through theatrical runs and streaming platforms. Toxic, fronted by pan-India star Yash, is expected to draw heavy footfalls across southern circuits and beyond, buoyed by the actor’s proven box-office pull.
UFO, which operates an in-cinema advertising network spanning more than 4,100 theatres, is positioning the release window as a rare moment of synchronised national attention. Its footprint covers multiplexes and single screens across over 1,500 towns and cities, allowing advertisers to deploy campaigns at scale during a single weekend.
Executives at the company argue that cinema’s value lies not just in reach but in attention. Unlike digital or television, audiences are captive, emotionally engaged and free from distraction, they say, translating into stronger recall and measurable returns for brands. With advertisers increasingly focused on performance-led media planning, UFO is framing the dual release as comparable in scale to India’s largest broadcast and sporting properties.
Industry observers note that as theatrical exhibition expands deeper into Tier 2 and Tier 3 markets, such tentpole weekends are becoming anchor moments for annual media strategies. If Dhurandhar 2 – The Revenge and Toxic deliver as expected, the weekend could set new benchmarks not only for box office numbers, but also for cinema’s evolving role as a high-attention advertising medium.
