DEVA collected a low 27.50 crore nett in week one as collections fell over the weekdays after a low first weekend. The film has done better in Mumbai circuit but even here, the collections cannot even be called average. The collections in North, Central and Eastern India are very weak. This sort of urban action has to score in NCR for success but collections here were low as well.

The second week will be a struggle due to multiple releases and getting 40 crore nett from here is tough for the film. The battle for DEVA was lost on the first day itself as the opening was just not good enough. In fact it was well short of what it should have been as it needed to be double digits or very close to that due to genre. The film will now probably close at a similar lifetime number to films like Yodhaa and BABY JOHN.

The first week collections of DEVA are as follows.

Friday - 5,50,00,000 apprx

Saturday - 6,50,00,000 apprx

Sunday - 7,00,00,000 apprx

Monday - 2,50,00,000 apprx

Tuesday - 2,15,00,000 apprx

Wednesday - 2,00,00,000 apprx

Thursday - 1,75,00,000 apprx 

DEVA fell on Monday which was on the cards going by the weekend trend. The collections on Monday were in the 2.50 crore nett range which is a drop of 55% from Friday. The film could not even afford to drop the normal 50% drop and here, it has dropped even more. Mumbai circuit continued to be best.

The total collections of the film are now 21.50 crore nett and it will be a first week of around 27.5 crore nett for the film. There are a couple of films releasing on Friday to give competition. There is also the repeat run of INTERSTELLAR which has had strong advances since they opened but that is probably a different target audience.

The battle for DEVA was lost on the first day itself as the opening was just not good enough. In fact, it was well short of what it should have been as it needed to be double digits or very close to that due to genre. The film will now probably close at a similar lifetime number to films like YODHA and BABY JOHN.

The three day collections of DEVA are as follows.

Friday - 5,50,00,000 apprx

Saturday - 6,50,00,000 apprx

Sunday - 7,00,00,000 apprx

Monday - 2,50,00,000 apprx

DEVA showed a 20% improvement in collections on Saturday which is probably par for the course as this type of film was always unlikely to grow 50-60% which was the need of the hour. The genre and on top the content having a regional bias meant it was going to find it hard on Saturday unless reports are actually good which is not the case here for this film.

The two day numbers of the film are 12 crore nett which are not good enough and neither is the trend of the film. The film is doing better in Mumbai circuit followed by the South circuits but the rest, which is the core and where the action film has to work, is dull. Delhi/UP is dull as the metro side of NCR should have done better but as the feel of the film is very Mumbai, it has not collected well. In UP, action-oriented films do well but not in this urban zone which is why the film is poor there. Its a similar story in the central circuits.

The weekend of the film is likely to stay below 20 crore nett or if it somehow gets a good Sunday, then it will go to 20 crore nett. But that is simply not enough for this film. Last year TERI BAATON MEIN AISA ULJHA JIYA got a weekend of 26 crore nett and with a better trend as compared to DEVA.

The two day collections of DEVA are as follows.

Friday - 5,50,00,000

Saturday - 6,50,00,000

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DEVA collected 19 crore nett in its first weekend as it failed to show much of an upturn on Saturday or Sunday which was always likely due to the genre of the film. The film needed to open to far higher numbers to really have a chance of going anywhere at the box office. The numbers on Sunday were pretty much flat as mass circuits showed little interest in the film.

TERI BAATON MEIN AISA ULJHA JIYA got a weekend of 26 crore nett plus and this is well short of. Moreover, the weekend had to better as genre is more frontloaded. The trend of the film means that the Monday drop is coming which is going to take the film to further lower levels over the weekdays.

The film has fared better in Mumbai circuit which has done business of 7 crore nett which is not that far below the Mumbai figure of TERI BAATON MEIN AISA ULJHA JIYA. But DEVA was always likely to have better collections in Mumbai/Maharashtra. Mysore is next best while the rest of the circuits are very dull and even metros like Delhi and Kolkata see a very muted response.

The three day collections of DEVA are as follows.

Friday - 5,50,00,000

Saturday - 6,50,00,000

Sunday - 7,00,00,000

DEVA collected 5.50 crore nett on day one which is a little better than what it looked like on Friday morning but still not really much of a number for a film in this zone. The film looked to be around 4 crore nett on the morning collections but it has managed to get to around 5.50 crore nett by the close of business.

These sort of films need better opening numbers as they are not in the zone which are going to show the huge growth over the weekend which is needed from this opening number. The last Shahid Kapoor film, TERI BAATON MEIN AISA ULJHA JIYA, opened at 6.50 crore nett with some help from offers. So on fair value, maybe that's just a little better than DEVA but a film of that genre has potential from a start like that.

The business of the film is restricted in the mass pockets outside Maharashtra and an action film faces a tough ride when the Hindi belts don't really perform. Also its not as if the film is strong in the Mumbai/Mahrashtra belt; its just done better than other places. Basically at the end of the day, the issue of the film is pretty much the same as the likes of ATTACK and YODHA as they don't have mass reach and the target audience is not really there due to a shift in watching habits post pandemic. These types need a song or two to give some reach for a better initial.

DEVA has reach in terms of its wide release but not the audience. Its a tough road ahead from here as its needs a huge jump on Saturday. Despite the better collections post Friday afternoon, the needed growth will be hard to come by.