Ittefaq box office collection day 4: Sidharth Malhotra, Sonakshi Sinha film collects Rs 18.30 crore

Although the team did not promote the film by flying from one city to another, everyone who had been associated with the project have done a good job keeping the energy alive. It started with a thrilling trailer and later the say-no-to-spoiler videos were released on social media with a hashtag. Despite competitions like Thor: Ragnarok and Golmaal Again, the film has not lost its ground.

Talking about the same, Sonakshi said, “It was a refreshing change for me to not promote the film before its release. At times, I think, at least for me, promoting the film is (more) challenging than performing in it. On the other hand, promotion and marketing are such a huge investment. This kind of no-promotion strategy saves money.”

Akshaye Khanna in a behind the scene video explains his experience of working in Ittefaq, “It is a genre that we don’t make often in the Indian cinema but it is a major genre everywhere else in the world.”

“I was particularly impressed with the way it was written and the world Abhay had created. He being the first time writer and director, the way he had almost edited the screenplay on the paper, it was impressive and interesting. The characters were very well written,” he added.

Ittefaq, which released on November 3, started off slow at the box office but it seems a food word of mouth is working in favour of the film.

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