Mumbai: Ek Deewane Ki Deewaniyat is still on a successful run at the box office, and on the third day, it takes another big day with an estimated collection of Rs. 6 6.25 crore. Although this declined by 20% on the second day, the movie continued to show commendable momentum when majority of the areas returned to regular weekdays after the post-festive holiday.
As per the reports of Pinkvilla, in India, the three-day total is Rs. 23 crore net. The movie is currently targeting an extended six-day weekend of Rs. 40 crore plus and assuming the growth of the weekend continues to be good, it might even reach Rs. 45 crore.
The dark romantic drama is the first box-office hit by Harshvardhan Rane in its original release. His previous movie Sanam Teri Kasam was a hit when it was re-released earlier this year, while Ek Deewane Ki Deewaniyat has immediately connected audiences.
Directed by Milap Zaveri, the tragic musical love story also featured Sonam Bajwa, but it had the advantage of being released during the festive season. Trade reports however indicate that it has been deprived of some business following its clash with Thamma which dominated screen space in the multiplexes.
To give a comparison, Sanam Teri Kasam by Rane had earned Rs. 34 crore net in its re-release, making it his biggest grosser. As Ek Deewane Ki Deewaniyat has a more robust traction, it may very well exceed that figure.
The success of Ek Deewane Ki Deewaniyat again reminds us of the increasing popularity of musical romance drama among the audience. The soundtrack in this film has resonated emotionally, which has directly translated into a growth in footfall and repeat viewing in major territories. Should this pattern persist, the movie may turn out to be amongst the surprise hits of the year and further establish Harshvardhan Rane as one of the hottest romantic leads in Bollywood today.
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