Hindi
‘Maximum’ disaster at BO
MUMBAI: Maximum, the film lacking on all counts from face value to content, became a disaster at the box office. The film managed to collect just about Rs 13 million over its opening weekend and its run may be curtailed today onwards for want of patrons.
Teri Meri Kahaani remained poor at the box office and will fall far short of its high price of Rs 480 million for its domestic theatrical, satellite and audio rights; a grossly bad bargain for Wave Pictures. All the recovery that the film could muster pre-release was of Rs 40 million from audio rights and sale of two small circuits. The film has collected Rs 234.5 million in its first week with second weekend adding another Rs 35 million. The projected loss is over 50 per cent of investment as the prospects of decent recovery from the satellite rights have dwindled greatly.
Gangs of Wasseypur has found its audience in some adventurous and curious few as it collected Rs 171 million in its first week; the curiosity tapered as the second weekend ended with figures of Rs 38 million.
Ferrari KI Sawaari, which had collected Rs 177 million in its first week, added Rs 63 million in week two to take its total to Rs 241 million.
Shanghai managed to collect only Rs 4 million in its third week, taking its tally to Rs 234 million.
Rowdy Rathore maintained steady collections; with a figure of Rs 35.5 million in its fourth week, the film has so far collected Rs 1.34 billion.
Vicky Donor collected Rs 1.1 million in its 10th week. Its net at the box office stands at Rs 419.5 million.
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.
