Neerja debuted with superb numbers in North America. During the weekend of February 19-21, 2016, the biopic earned $619,185 from 88 theaters in the United States and Canada for a terrific per-screen average of $7,036. The first quarter of the year is prime time for female-led dramas, with Neerja following in the footsteps of past successes like: NH10, which opened in March, 2015, with $143,209 from 46 theaters ($3,113 average); Queen — March, 2014, opened with $161,998 from 39 theaters ($4,154 average); and Kahaani — March, 2012, opened with $263,011 from 45 theaters ($5,845 average). Credit to the team behind Neerja for recognizing that there is an appetite for these kinds of films, and that the money and effort spent on promoting them can yield big results from a growing number of theaters.
On the opposite end of the spectrum is the weekend’s other new release, Loveshhuda, which is a textbook case for how not to release a movie internationally. Loveshhuda released with absolutely no fanfare in eight theaters in the US and Canada and earned $1,399. That’s an average of $175 per screen (thanks to generous rounding up on my part). There are several lessons to reiterate here. 1) Don’t release a movie starring a couple of nugus — I could stop there — on the same weekend as a buzz-heavy release with an established star. 2) Let people know in advance that you are planning to release the movie, don’t just drop into theaters with no warning. 3) If you don’t think the movie can carry at least 30 theaters in the US and Canada, don’t bother.
Fitoor‘s business fell 86% in its second weekend, taking in $45,157 from 60 theaters ($753 average). Its total stands at $503,316.
In its third weekend, Ghayal Once Again added another $3,761 from five theaters ($752 average) to bring its total to $292,340. The fascinating thing about that total is that nearly half of it — $136,795 — comes from Canada, despite the fact that it never played on more than 13 theaters there. It opened in 67 theaters in the US. Never let anyone question Canada’s devotion to Sunny Deol.
Other Hindi movies still in theaters:
- Airlift: Week 5; $19,569 from 12 theaters; $1,631 average; $1,843,074 total
- Bajirao Mastani: Week 10; $1,207 from two theaters; $604 average; $6,563,317 total
- Sanam Teri Kasam: Week 3; $70 from one theater; $35,796 total