Ayushmann Khurrana's much-anticipated film Thamma has hit turbulent waters at the box office, experiencing a dramatic 66% drop in revenue during its first week of release. The social drama, which opened to mixed reviews, has struggled to maintain momentum despite Khurrana's track record of delivering content-driven hits.
Emergency Measures: The 99 Rupee Ticket Bailout
In a desperate bid to revive the film's fortunes, distributors have rolled out an emergency 99 rupee ticket offer across multiple theaters. This aggressive pricing strategy marks one of the most dramatic rescue attempts in recent Bollywood history for a mainstream release featuring an A-list star.
Week One Performance: By the Numbers
The financial bleeding became apparent as Thamma's collections showed:
- Day 1-3: Moderate opening with decent urban center response
- Day 4-7: Sharp decline in footfalls and occupancy rates
- Overall Week 1: Cumulative collections falling well below expectations
What Went Wrong for the Ayushmann Starrer?
Industry analysts point to several factors contributing to Thamma's underwhelming performance:
- Content Mismatch: The film's serious social theme may not have resonated with Ayushmann's core audience expecting lighter entertainment
- Marketing Gap: Insufficient pre-release buzz compared to the actor's previous successful outings
- Competitive Landscape: Clash with other entertainment options and ongoing sporting events
- Word-of-Mouth: Mixed audience reactions failing to generate essential positive buzz
The Bollywood Context: Star Power vs Content Reality
Thamma's struggle highlights the evolving dynamics of Bollywood, where even established stars like Ayushmann Khurrana cannot guarantee box office success without strong content and audience connect. The industry is witnessing a significant shift where viewers are becoming increasingly selective, prioritizing substance over star power alone.
The 99 rupee ticket strategy represents a bold attempt to course-correct, but whether this last-ditch effort can salvage Thamma's theatrical run remains to be seen. The coming days will be crucial in determining if discounted pricing can overcome the film's fundamental content challenges and create the turnaround distributors are hoping for.
