Punjab, Sept. 14 -- Haiwaan took approximately Rs 1.85 crore net on Sunday, its first weekend. That is below its opening day of Rs 3 crore.
The test it failed
A theatrical release is judged on whether it grows across its first weekend. Thursday and Friday are bought by marketing and star names; Saturday and Sunday are bought by word of mouth. A film that goes up over the weekend has an audience telling other people to go.
Haiwaan went down.
Why that is close to decisive
Exhibitors reallocate screens on Monday, and they do it on weekend trajectory rather than on opening day. A film that shrank across its own first weekend loses shows to whatever is growing - and this week, what is growing is a five-week-old film about a devotee.
Fewer ...