"Ek Thi Daayan", a supernatural film based on the story of Daayan (witches), has ended its first week on an average note.
The horror film directed by Kannan Iyer has failed to pick up at the box office even during the weekend and weekdays. In its first week, the film raked in ₹25.80 crore from domestic collection centers.
"#EkThiDaayan collected approx ₹25.80 cr in Week 1," trade analyst and film critic Taran Adarsh tweeted.
There were huge expectations from "Ek Thi Daayan" that it will perform well at the box office, but its first week's collection figure ended up as a dissapointment. Looking at the opening weekend figures, it was calculated that the film would not show major growth in business during weekdays.
Positive reviews from critics also didn't help the film to pick up business at the box office. Its collections were below the mark in multiplexes compared to small screens.
The film's makers definitely did not expect the low figures keeping in mind the huge marketing strategy they undertook. But still the film had earned more than the production cost bringing in profit. In just two days, the film earned more than the production cost from theatrical and non-theatrical runs.
Produced by Vishal Bhardwaj and Ekta Kapoor, the film features Emraan Hashmi Huma Qureshi, Konkona Sen Sharma and Kalki Koechlin in lead roles.
The collections will further decline due to the release of romantic flick "Aashiqui 2". Both the films belong to different genres, but the reduced screen space will majorly affect "Ek Thi Daayan's" business.