Hindi
Don 2 helps 2011 end on a positive note
MUMBAI: The last week of 2011 has ended on a positive note with moviegoers flocking to watch Bollywood Badshah Shah Rukh Khan who had a less successful year than Salman Khan.
The SRK starrer Don 2, a sequel of the earlier hit, benefitted with Christmas holidays to brave unfavourable reports. The movie, which collected Rs 753 million in its first week, added another Rs 192 million in its unopposed second weekend to take its 10-day tally to Rs 945 million.
The collections include Tamil and Telugu dubbed versions.
Kya Yahi Sach Hai, the solo release of the week, went haplessly unnoticed.
Pappu Can’t Dance Saala collected about Rs 1 million in its second week; its two-week total stayed a paltry Rs 4.1 million.
Ladies Vs Ricky Bahl added Rs 9 million in its third week, taking its net collections at the box office to Rs 333.5 million.
The Dirty Picture rocked steady, collecting Rs 15 million in its fourth week; its net collection stood at Rs 809.5 million.
Desi Boyz, the Hindi comedy drama, has netted Rs 414 million afer its five-week run, while Rockstar took its total collections to Rs 603 million in seven weeks.
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.
