The film, which opened on approximately 800 screens in India, the film did a meagre Rs 3.42 crore in terms of box office collections on the opening day before picking up slightly over the weekend with Rs 4.85 crore and Rs 5.70 crore on Saturday and Sunday respectively.
Overall, 'Highway' box office collections come to Rs 13.97 crore in the first three days (India business only). In comparison, Parineeti Chopra-starrer Hasee Toh Phasee box office collections were Rs 18.5 crore and Gunday box office collections were Rs 43.93 crore.
'Highway' has been one of the most discussed movies of recent times despite bringing together established names like Imtiaz Ali, Sajid Nadiadwala and A R Rahman. But, unlike his previous outings, Imtiaz Ali opted to take the road less travelled this time, defying the norms of commercial cinema, said trade analyst Taran Adarsh.
With 'Highway', Imtiaz ventured into the unconventional zone, opting for an offbeat lead pair (Alia Bhatt and Randeep Hooda), scarce background score, relatively subdued and quiet film with minimal songs and minimum entertainment quotient.
While Alia Bhatt's performance has won acclaim, the screenplay as well as the execution of the written material has made the movie an art-house experience, which may have impacted 'Highway' box office collections. The length of the movie has also acted as a hindrance.
Adarsh said, "From the business point of view, UTV's strategy of releasing the film in limited screens - targeting the multiplexes mainly - was the most appropriate decision."
"For, the film has performed very well at urban centres primarily (multiplex-dominated), registering growth in those sectors (Mumbai city, Delhi city, Pune, Gurgaon, Kolkata, Hyderabad, Bengaluru)... In other circuits, though the business witnessed escalation on Day 2 and Day 3 after a weak start, the overall business is plain ordinary," he added.
It will be interesting to see how the film fares on weekdays. And with 'Shaadi Ke Side Effects' releasing this Friday, 'Highway; might find it tough going in its 2nd weekend.
(With inputs from bollywoodhungama.com)