Sui Dhaaga - Made In India had a fair start of around 25% which is a similar opening to films like Pad Man and Raid though on lesser screens. The film will also be affected by the cricket match in the evening which could take away the crucial evening audience away from the film.
The trailer of the film was good but did not have much for the youth except the presence of Varun Dhawan but it gave the impression of a nice clean family film. The problem here on day one is that the youth has less interest so the morning collections are so so but then the film has more for the evening audience but the match will hold those collections back.
After the trailer, the music of the film was not good which meant the units coming after the trailer were not so good which could also have affected the opening a little. This makes it tough for the film to keep the traction of the trailer going and maybe the trailer releasing more close to release may have yielded better results. The film had the Sui Dhaaga promotions on social media but that hardly makes a difference as the cinema going audience hardly cares about that though the industry thinks otherwise.
The film can easily recover the ground lost on Friday to the match over the weekend. The film is for families so that audience will start to come on Saturday and in numbers on Sunday but it depends whether the film has to content to bring that audience in.
The film has a big national holiday on Tuesday which makes it even more important that the weekend audience takes to the film so that it can really benefit on Tuesday which is Gandhi Jayanti.
The other release of the week Pataakha has opened to very dull collections of 0-5%. The collections are not as bad films like Gala Guleiyan, Love Sonia and Manto which look close relatives of Pataakha.
The difference has come because Pataakha has a good promotional spend compared to those other films but the opening is far too weak to justify such a promotional spend. It will really need to be loved by its limited target audience to even cover this promotional spend.