Hindi
Singham Returns scores big at BO
MUMBAI: Singham Returns made the most of its release on the Independence Day holiday on 15 August. The film touched Rs 30 crore mark on day one, a first for an Ajay Devgn film. However, the reports were not complimentary in keeping with the content and the film dropped by over 30 per cent on Saturday, while Sunday saw a small rise.
The film has collected about Rs 72 crore for its first weekend. The film was expected to touch a 100 crore mark at the end of day four, also a holiday due to GokulAshtami. But, it may fall short of that target.
Entertainment succumbs to its mediocre and juvenile jokes at the box office. The film, despite a solo release, collected almost Rs 31 crore for the opening weekend, just managed to add another Rs 19 crore for the next four days to take its one week tally to Rs 49.8 crore.
Kick collects Rs 10.4 crore in its third week to take its three week total to Rs 223.9 crore.
Hate Story 2 collects Rs 11 lakh in its fourth week to take its four week total to Rs 35.91 crore.
Humpty Sharma Ki Dulhania has added Rs 15 lakh in its fifth week to take its five weeks tally to Rs 76.55 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.
