Thirteen days in, Udta Teer is no longer looking like a momentum story. The Ayushmann Khurrana and Sara Ali Khan film added Rs 1.20 crore net in India on Wednesday, a 25% drop from Tuesday’s Rs 1.60 crore, across 4,912 shows. That takes its worldwide gross to Rs 67.06 crore, with India gross at Rs 55.06 crore and overseas at Rs 12 crore.
The second week is telling
After a Rs 30.90 crore net opening week, the film’s second week, spanning days 8 to 13, has brought in Rs 15.35 crore net. The pace has cooled sharply, but for a title facing weekday shows, the more useful read is the day-to-day hold: a 25% fall on a Wednesday is softer than a collapse, yet the weekly comparison still points to a front-loaded run.
One way for entertainment marketers to read this is through a hold ratio. The first week delivered Rs 30.90 crore net over seven days. The second week has reached Rs 15.35 crore net over six days. That is a considerable drop in weekly output, even before accounting for the shorter window. Tracking both daily and weekly numbers gives a fuller picture: daily figures show whether a film is finding a floor, while weekly totals show the trajectory.
What the data says
- Day 13 India net: Rs 1.20 crore, down from Rs 1.60 crore on day 12
- Worldwide gross: Rs 67.06 crore; India gross Rs 55.06 crore; overseas Rs 12 crore
- Day 13 tickets: 92,968; cumulative tickets: 24,62,156
- Day 13 occupancy: 10.29% overall; night shows 16.46%; morning shows 5.23%
Night shows are doing the heavy lifting
The occupancy curve shows where the audience still is. Night shows recorded 16.46%, the strongest slot of the day, while morning shows managed just 5.23%. Afternoon and evening sat at 8.31% and 9.08% respectively. That skew matters for exhibitors: if screens are being held across the day, the morning inventory is adding little. The case for concentrating showtimes and marketing spend later in the day is stronger than the overall 10.29% occupancy might suggest.
Why this matters for the trade
For streaming and TV buyers later in the film’s life, second-week holds shape how a title is positioned. A mid-size Hindi film with a strong opening week and a fast second-week slide often signals limited word-of-mouth unless the numbers stabilise. The overseas contribution of Rs 12 crore, including Rs 25 lakh on Wednesday, is modest but real, and it has pushed the worldwide total ahead of the domestic gross. That can change how international rights are valued.
What to watch next
The next test is whether the film flattens around the Rs 1.20 crore level or slips below it as new releases arrive. Across its 13-day run, the film has already had 71,581 shows, so it is still holding screens. How many remain in week three will determine whether it has a long tail or a short one. For marketing teams, the night-show skew is the most actionable signal in the current data.
Source: The Times of India
