What 83's tepid success can teach marketers

The film crawled its way to the Rs 100-crore mark, apparently, over the subsequent weekend with great difficulty

Frankly, I am quite surprised. 83, by my reckoning, was going to be the biggest blockbuster of 2021. The much-awaited, much-hyped grand finale. The blockbuster that would lighten up, and liven up, the mood of a sombre year where the big screen had seen no major hits, apart from Akshay Kumar’s Sooryavanshi. The Ranveer Singh starrer earned a piffling Rs 12.64 crore on its opening day. Its first-weekend collection was recorded at a lowly Rs 47 crore despite it being a festive weekend. More significantly, it witnessed a major dip on the first weekday as it earned Rs 7.29 crore