BO update: ‘Highway’ starts slow, needs miraculous jump to sustain!

After last week's solo release, GUNDAY, it was a cluttered Friday, with multiple films hitting the screens -- HIGHWAY, DARR @ THE MALL and DEE SATURDAY NIGHT. Of course, HIGHWAY being the most prominent film this week, it was supposed to dominate and stand out amongst new releases. However, the morning and noon shows have been very dull across the nation. The business of the film will need to grow manifold, if it has to sustain at the BO.

The response to DARR @ THE MALL was equally low, although the film was well promoted and the horror genre, generally, opens well in mass-dominated circuits. Meanwhile, last week's GUNDAY and HIGHWAY are expected to lead the BO this weekend. While the biz of GUNDAY has slowed down considerably, the film is expected to pose competition to HIGHWAY outside metros.