Anushka Sharma's "NH10" has finally hit the screens in India after censor board granted Adult certificate. The thriller film features Anushka, Neil Bhoopalam and Darshan Kumaar in the lead roles. "NH10" is also Anushka's debut movie as a producer.
The trailer and first look of the film had received positive responses, and one expected that Anushka will promote the movie heavily. But the overall promotion of the movie was average.
The box office collection of "NH10" relies mostly on the word of mouth. The past releases such as "Dum Laga Ke Haisha", "Badlapur" and "Baby" worked at the box office due to word of mouth and "NH10" is also expected to have same fate.
Nevertheless, the early reviews have worked in the favour of the film due to which the movie opened with approximately 30 to 40 percent occupancy.
The occupancy will increase further over the weekend as its only big budget movie. "Dum Laga Ke Haisha" has been going strong at the box office, but with the release of "NH10" the collection of the film might drop.
Trade analysts have also said that the film will work mostly because of strong word of mouth and content.
"Mainly Anushka and the hype around the film in terms of censorship and general promotion should do an average business overall," distributor and exhibitor Rajesh Thadani told Koimoi.com.
"Considering that the movie is 'A' rated, so for the sake of new and fresh content, which is the need of the hour; it would be great if the movie makes some money, and at the box office it may do a break even business," exhibitor Akshaye Rathi said.