Ittefaq box office collection day 4: Sidharth Malhotra, Sonakshi Sinha film collects Rs 18.30 crore

Ittefaq box office collection day 4: The murder mystery did a good business during the weekend.

Ittefaq is the remake of 1969 film by the same name which originally starred Rajesh Khanna and Nanda. While remakes become a risky territory, Ittefaq’s co-producers Shah Rukh Khan and Karan Johar seeem to have struck the jackpot. The film starring Sonakshi Sinha, Sidharth Malhotra and Akshaye Khanna is doing well at the box office.

Trade analyst Taran Adarsh tweeted its total collection, which now stands at Rs 18.30 crore. This, after it earned Rs 16.05 on its opening weekend.

Although the team did not promote the film by flying from one city to another, everyone who had been associated with the project have done a good job keeping the energy alive. It started with a thrilling trailer and later the say-no-to-spoiler videos were released on social media with a hashtag. Despite competitions like Thor: Ragnarok and Golmaal Again, the film has not lost its ground.

Talking about the same, Sonakshi said, “It was a refreshing change for me to not promote the film before its release. At times, I think, at least for me, promoting the film is (more) challenging than performing in it. On the other hand, promotion and marketing are such a huge investment. This kind of no-promotion strategy saves money.”

#Ittefaq Fri 4.05 cr, Sat 5.50 cr, Sun 6.50 cr, Mon 2.25 cr. Total: ₹ 18.30 cr. India biz.

— taran adarsh (@taran_adarsh) November 7, 2017

Akshaye Khanna in a behind the scene video explains his experience of working in Ittefaq, “It is a genre that we don’t make often in the Indian cinema but it is a major genre everywhere else in the world.”

“I was particularly impressed with the way it was written and the world Abhay had created. He being the first time writer and director, the way he had almost edited the screenplay on the paper, it was impressive and interesting. The characters were very well written,” he added.

Ittefaq, which released on November 3, started off slow at the box office but it seems a food word of mouth is working in favour of the film.