With a different kind of release strategy adopted, Sitaare Zameen Par saw good turnaround especially in the evening and night shows and ended up scoring a double digit opening. Pre-release, the film was trending at Rs. 8-10 crores range. However, there was some push in advance booking during Thursday and that ensured a Rs. 10 crores+ opening day.

The strategy to not release the movie in the morning shows had multiple advantages. First and foremost, unless it’s an event film, the biggest of movies struggle to attract more than 10% occupancy in the morning shows. Hence from revenue perspective it was going to be hardly any loss for Sitaare Zameen Par if it foregoes the morning shows. Secondly, any movie – whether commercial or niche – is best enjoyed when watched in at least a reasonably packed theatre. The experience nosedives when there are 10-20 people in the auditorium. Thirdly, this also meant that those who had to watch the movie gathered in the evening and night shows instead, which means the experience of community viewing was enhanced. Fourthly, and very importantly, if at all there was any negative word of mouth (be it genuine or through trolls) was contained as by the time the social media spreading could happen, neutral audiences had already made up their mind. Lastly, and very importantly, this one is anyways a family movie for the multiplexes, and that crowd gathers only from evening shows onwards, and hence Aamir Khan was not going to lose any audience by not playing morning shows on the first day.

As a result, Rs. 10.70 crores that have been collected on Friday have given the base to this RS Prasanna directed film to now elevate big time. Trending so far indicates that the jump would be huge today and it won’t be surprising if Rs. 18-20 crores comes in. That will take care of the shortfall evidenced on Friday and will take the film to the path of success.

Note: All collections as per various box office sources

More Pages: Sitaare Zameen Par Box Office Collection
, Sitaare Zameen Par Movie Review