After the super success of Sanam Teri Kasam’s re-release Harshvardhan Rane has hit a gold mine at the box office with his next release Ek Deewane Ki Deewaniyat with Sonam Bajwa.During its release the film clashed with Ayushmann Khurrana and Rashmika Mandanna’s Thamma and after three weeks it seems EDKD is clearly the more accepted film between the two. In its extended 10 day first week, the film collected Rs 55.15 crore well past the lifetime collection of both releases of Sanam Teri Kasam. The film grew purely on word of mouth as the film had done very minimal marketing,sources close to the makers of the film were stating that they are following Saiyaara’s marketing strategy and letting tis songs and trailer do the talking.
The film in the second week collected Rs 16.3 crore dropping by over 70 % which took the overall collection of the film to Rs 71.45 crore. The film has been made on a budget of Rs 25 crore and just with the first two week collection, the film turned profit. The journey for the film was not over as in the third week the film added Rs 5.85 crore to its kitty, thereby taking the overall collection of the film to Rs 77.30 crore. Here is the daily breakdown of the film in the third weekend: Day 18 (Fri): Rs 75 lakhDay 19 (Sat): Rs 1.25 CroreDay 20 (Sun): ₹Rs .50 CroreDay 21 (Mon): Rs 50 lakhDay 22 (Tue):Rs 75 lakh Day 23 (Wed):Rs 60 lakh Day 24 (Thu): Rs 50 lakhEk Deewane Ki Deewaniyat number hits harder when one realises that Ayushmann led Thamma earned just Rs 5.90 crore over the same period. So performance wise Harshvardhan and Sonam’s film has been more consistent as compared to its counterpart which released on the same day. The film is expected to be in the theaters for a few more weeks and will hopefully touch Rs 85 crore mark.
