Sidharth Malhotra and Sonakshi Sinha starrer Ittefaq has minted a total of Rs 16.05 crore in just three days of its release. On Sunday, the film accumulated Rs 6.50 crore. While the film’s team had taken a huge risk by following a strict no-marketing policy to promote this crime saga, looks like that is exactly what has worked in Ittefaq’s favour.
Sharing the latest box office figures of the film, Taran Adarsh tweeted, “#Ittefaq Fri 4.05 cr, Sat 5.50 cr, Sun 6.50 cr. Total: ₹ 16.05 cr. India biz.”
Ittefaq is a remake of the 1969 film of the same name which starred Rajesh Khanna and Nanda in the lead roles. And while the premise of the two films are very much similar, director Abhay Chopra has brought about some surprising plot twists here. Hence, to protect the suspense, the Ittefaq team had executed an extensive no spoilers campaign as well. Ittefaq is backed by Red Chillies Entertainment and Dharma Productions. And that is the reason why Shah Rukh Khan and Karan Johar were seen promoting the film numerous times.
#Ittefaq Fri 4.05 cr, Sat 5.50 cr, Sun 6.50 cr. Total: ₹ 16.05 cr. India biz.
— taran adarsh (@taran_adarsh) November 6, 2017
Cashing in on the word-of-mouth appreciation, Ittefaq has been able to create an audience for itself despite not taking part in promotions actively. Trade analyst Girish Johar had earlier said in an interview to indianexpress.com, “Ittefaq is a word-of-mouth film and they have promoted it very smartly. I feel it should open somewhere around Rs 3 or Rs 3.5 crore mark. It can also make Rs 4 crore. The trailer of the film has already garnered a lot of publicity and now if the content of the film turns out to be worthy, it is sure to make Rs 13 to Rs 15 crore or even more by the first weekend.”
Let’s see if Ittefaq will fare well through its weekend!