Dhoom 3 sets new benchmark in box office collections

Screen Correspondent Posted online: Friday, Dec 27, 2013 at 0000 hrs
Mumbai : Casting Aamir Khan, the low-key promotions, the sizzling Katrina Kaif effect and the coming together of Jai (Abhishek Bachchan) and Ali (Uday Chopra) — made 'Dhoom 3' one of the most talked about films, thus leading to immense anticipation that finally saw huge box office collections filter into the coffers.

The hype seems to be justified now, looking at the numbers that this third installment in the Dhoom series has garnered in the opening weekend. Though, the hiked prices at IMAX screens that went up to Rs 700 and Rs 900 may have added to the humongous box office collections numbers, but trade experts still call it a huge hit, with audience thronging the cinema halls.

Highest opening day

A non-holiday opener, 'Dhoom 3' has set a new benchmark having collected Rs 36 crore (Rs 32 crore from Hindi release plus Rs 4 crore from Tamil-Telugu release), breaking the record of 'Krrish 3' for the biggest single day collection. According to trade analyst Amod Mehra, “The film can be touted as the biggest hit of all-time.”

Trade analyst Taran Adarsh says, 'Dhoom' is an established brand, a lucrative franchise and therefore, 'Dhoom 3' was one of the most awaited movie of the year. However, the stakes were higher since the project involved Aamir Khan. Additionally, YRF’s strategy of low-key promotions also ensured that moviegoers flocked to theatres since there was an aura of mystery sur rounding the film.”

Dhoom3: The fastest Rs 100-crore film

'Dhoom 3' garnered Rs 100.76 crore nett in its opening weekend, with Saturday and Sunday collections being Rs 33.36 crore and Rs 38.03 crore respectively. Mehra predicts that it will cross Rs 200 crore in its first week itself, and adds, “The film has already re covered double of its budget through satellite rights etc. It’s a super-hit already!”

Mayank Shroff, manager, progamming and film marketing, Cinepolis also seconds that, and says that the occupancy at his theatres has been above 95 per cent, and the advance bookings even for weekdays were stable. Distributor and Exhibitor Akshaye Rathi, of Rathi Group Of Cinemas, says, “At Raj Cinemain Raipur, we sold off nine shows even before the film re- leased, with all the shows running houseful since Friday, even on a Monday afternoon.”

Dhoom 3's Christmas advantage

While the film released on a non-holiday, the onset of Christmas vacations would further motivate the collections. Adarsh feels, “The three-day opening weekend record is already shattered and with Christmas and New Year around the corner, 'Dhoom 3' should pack a record-breaking, total be- fore the close of first week.” With no major Hollywood releases as well, 'Dhoom 3' shall enjoy a long stay at the box office, taking utmost advantage of the festive season. Trade analyst Vinod Mirani opines, “Even on Monday and Tuesday, the film was doing well, because everyone wants to see it at least once. The film will benefit from the Christmas vacations. Since there’s severe cold in the north, the early morning shows were affected a little, but otherwise the film continues to do well.” Mehra is also optimistic and says, “One can’t even imagine the kind of business the film is going to do. It has broken all overseas records too, whether in Australia, Dubai or elsewhere.”