Allu Arjun’s ‘DJ’ 2nd Weekend Decline Of 66% Is Better Than It Seems – Forbes

The 66% first weekend to second weekend decline that the Allu Arjun-starring action-comedy Duvvada Jagannadham (“DJ” for short) experienced is not quite as steep a drop as it might first appear.

'DJ' has settled into a steady groove.

Sri Venkateswara Creations

‘DJ’ has settled into a steady groove.

That’s because the picture’s revenue collections are oddly front-loaded. The 34-year-old star’s considerable fan base in South India stormed the theaters on DJ’s opening day on Friday the 23rd, pouring 18.4 crore rupees into exhibitors’ coffers. That set up a tough comp for the following Friday, when the film took in 3.5 crore. But that vertigo-inducing first Friday-to-second Friday decline of 86 percent proved to be a deceptive anomaly.

After its giant first day, DJ settled into a stable revenue groove that revealed a solid, leggy trajectory for the picture. Its Saturday-to-Saturday decline was a more modest 53 percent, and Sunday-to-Sunday was even better at 49 percent.

After scoring a 65 crore rupees ($10 million) opening weekend, which made it the 10th highest opening ever for a film from South India, DJ continued to play well on good reviews and strong word-of-mouth. By the end of its second weekend its total worldwide gross crossed 110 crore ($17 million).

DJ has stood up particularly well in comparison to the Salman Khan drama Tubelight, which opened on the same day. Although the Hindi-language Tubelight opened on nearly four times as many screens in India and had a far wider reach internationally as well, the Telugu-language DJ has kept pace nicely, earning only about one-third less than the big-budget Bollywood picture. Even though its grosses are smaller, DJ has boosted the fortunes of Allu Arjun, director Harish Shankar, and the film’s producers and talent, while Tubelight has turned into a debacle for Salman Khan and his filmmaking team because it has badly underperformed relative to expectations.

Read MoreIndia’s Eid Holiday Results Shock Bollywood, Prove That Movie Industry Power Is Shifting Southward

Duvvada Jagannadham tells the story of a police officer who disguises himself as a Brahmin cook to investigate a case. It was directed by Harish Shankar and produced by Dil Raju for his production company Sri Venkateswara Creations. The prolific songwriter Devi Sri Prasad (VeeramPuli) composed the film’s score and Pooja Hegde co-stars.

Read MoreAllu Arjun’s ‘DJ’ Unexpectedly Challenges ‘Tubelight’ For Eid Box Office Crown


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