The box office run of Shah Rukh Khan starrer "Happy New Year" (HNY) has almost come to a halt in India after the release of "Kill Dil".
"HNY" was expected to beat the records of "Kick", "Chennai Express" and "Dhoom 3", but now it looks like that it has to settle at the fifth position.
The film had a grand start by earning ₹44 crore, which raised further expectations on the film. After beating the opening day record of "Dhoom 3", the film was expected to beat the Aamir starrer's lifetime total and eventually become the highest grosser film.
Trade experts also predicted that SRK-Deepika Padukone starrer would cross ₹250 crore and beat Salman Khan's "Kick". But its collection dropped so drastically that it will be difficult for the film to even cross the ₹205 crore mark.
Film exhibitor and distributor Akshaye Rathi earlier said that the lifetime business of the film would be over ₹250 crore. However, he also mentioned that the film would not beat "Dhoom 3".
"But whether they will actually manage to break the Dhoom 3 record cannot be predicted. They don't have any competition for a week or so," The Financial Express quoted Rathi as saying.
Now, looking at its third week collection, it is for sure that the film will not even surpass the lifetime total of "Chennai Express".
And here are a few reasons why the film would not become the highest grosser movie or beat "Chennai Express" and "Kick" record:
Screen Count: The Farah Khan directorial was opened in 5,000 screens in India, but its count came down in its second and third week. The film is now running in less than 200 screens in India. The business got affected in its third week itself as the screen count came down to around 500 screens compared to 5,000 screens in the first week.
Lifetime Total: The lifetime total of SRK-Deepika's "Chennai Express" (₹227 crore) and Salman-Jacqueline Fernandez's "Kick" (₹232 crore) is now way too high for "Happy New Year. To beat the records of "Chennai Express", "Kick" and for that matter "Dhoom 3" (₹284 crore), the film needs to repeat its first week magic, but since the theatrical run of "HNY" has almost come to an end, the lifetime total of the film would rest with ₹205 crore.
Competition: New releases including, "The Shaukeens" and "Kill Dil" gave a tough competition to "HNY". After two weeks of "HNY" release, the new releases hit the screens and became the first choice of moviegoers. This factor has affected the film's business in India.
Craze is Over: The craze and hype of "HNY" got over in its first week itself. The film failed to maintain the same hype it had before the release. Negative reviews also affected the film's collection in the country.
"HNY" has crossed the ₹200 crore mark, but it would definitely not beat the lifetime total of "Kick", "Chennai Express" and "Dhoom 3".