Nannaku Prematho
Nannaku PremathoTwitter

Junior NTR's "Nannaku Prematho" has done superb business at the worldwide box office in its five-day-extended first weekend, but has failed to beat the records of "Srimanthudu".

See: Jr Ntr fans Hungama at Nannaku Prematho screening

"Nannaku Prematho" has been making it to the headlines for several good reasons. Before its release, its promos like posters, teasers trailer and music soared up viewers' curiosity and the makers of the movie spent a hefty sum on some unique promotional strategies.

As if this was not enough, Junior NTR, who hardly get involved in publicity activities, took personal interest in the promotion of "Nannaku Prematho". Since the movie clashed with three big ticket movies, he did not want those films to affect the business of his film. He left no stone unturned to promote the film and also gave interviews to several TV channels, newspapers and magazines.

The distributors booked over 1800 screens across the globe for "Nannaku Prematho" and they also made advance booking available a week before its release. The movie recorded massive amount of bookings for its opening day. The film opened to record breaking response in US premieres on Tuesday night and early morning shows in Andhra Pradesh, Telangana (AP/T) Karnataka and other areas.

"Nannaku Prematho" opened to an earth shattering response even on Wednesday and collected approximately Rs 25 crore gross at the worldwide box office on the first day. The movie fetched approximately Rs 17.25 crore to its distributors on its opening day. Besides, the movie garnered positive talk from both the audiences and critics.

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The strong word of mouth was expected to boost the collection of "Nannaku Prematho" on the following days. But the movie witnessed steep decline in its business. Like its opening day, the film did not have extra shows in early mornings. Secondly, the film clashed with "Dictator", "Express Raja" (both released on 14 January) and "Soggade Chinni Nayana" (released on 15 January).

The Sukumar-directed action family drama film failed to show big leap on the following days. The makers have not revealed its numbers, but if we are to go by early estimates, "Nannaku Prematho" has collected Rs 54 crore gross at the worldwide box office in its five-day-extended first weekend. The movie is estimated to have earned Rs 37 crore to its distributors in five days.

"Nannaku Prematho" has beaten the opening weekend collection record of "Attarintiki Daredi", which has earned Rs 33.56 crore to its distributors. However, it has failed to beat the record of "Srimanthudu", which earned a share of Rs 42.80 crore (Rs 60.65 crore gross) in three days.

"Nannaku Prematho" has smashed the records of Junior NTR's previous movies and has become the highest grossing film in the opening weekend for the actor. Its first weekend collection is almost equal to the seven-day business of "S/o Satyamurthy", which has earned share of Rs 38 crore (Rs 57.7 crore gross) in its opening week.