Harshvardhan Rane made a confident debut with Sanam Teri Kasam back in 2016 but luck shined on him only in 2024 when a huge audience demanded Sanam Teri Kasam to be re-released and it earned more than what it earned from its original run. The success of the film opened many doors for Harshvardhan and one of them was his recent upcoming film Ek Deewane Ki Deewaniyat opposite Punjabi superstar Sonam Bajwa and directed by Milap Zaveri who is known for films like Satyameva Jayate and Marjaavan.
The film is clashing with Ayushmann Khurrana, Rashmika Mandanna and Nawazuddin Siddiqui’s Thamma which is the latest installment of Horror-Comedy universe. But despite facing a stiff competition which has already crossed Rs 5 crore mark in advance booking- the intense love story between Harshvardhan and Sonam has crossed Rs 1.50 crore mark with current collection standing at Rs 1.52 crore. Of the total collection about Rs 1 crore has come from block booking and Rs 52 lakh from organic ticket sales having sold more than 18000 tickets.
Both Thamma and Ek Deewane Ki Deewaniyat are Diwali releases, the promotions for the love story have been close to zero. Thamma also began its marketing and promotions a bit late given that it is the most expensive film of the series but it did manage to cover a lot of ground in the past few days and the result of which can be seen in the advance numbers. In comparison neither Harshvardhan nor Sonam for whom Ek Deewane Ki Deewaniyat would be her proper launch after a cameo in Baaghi 4 and appearing in multi-starrer Housefull 5 have been seen promoting the film. Now only time will tell if this was a strategy or just a decision after a few heartburns.
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