Sonakshi Sinha’s Noor, about the misadventures of a journalist in the maze of Mumbai, found little takers today as the film got to the slowest start of any major film of 2017. According to reports, it managed to rake in just 1.54 crores box office collection by the evening of day 1, and saw an occupancy of a meagre 10% for the morning shows, though it seemed to pick up by the evening. To compare, Noor’s earnings were even lesser than The Ghazi Attack which was actually a Telugu-Tamil-Hindi trilingual gathered 1.65 crore with a limited release and little promotion. Movie pundits believe that this does not bode well for the movie, as it has got mixed reviews from both the critics and the public, making it hard for an uptick in the coming days.
#Noor has a dull start… Fri ₹ 1.54 cr [1450 screens]. India biz… Needs a major jump over the weekend to leave a mark.
— taran adarsh (@taran_adarsh) April 22, 2017
— Box Office India (@boxofficeindia) April 22, 2017
Based on Saba Imtiaz’s novel Karachi, You’re Killing Me!, the film follows the Pakistani journalist Noor’s character as she wades through her personal and professional life in Mumbai. Back on the screen for the first time since her November 2016 release Force 2, Sonakshi Sinha gave a breezy yet composed performance as a relatable photojournalist who wants to be taken seriously. This is the second time Sonakshi has starred in a woman centric moviw, after last year’s Akira. “The character of Noor is the most relatable character I’ve ever done on screen in my entire career. See, I am the kind of actor who can only work when the camera is rolling. I cannot go into prep mode or practice method-acting. So I had to talk to the director, understand his vision for my character and once I get it, I portray it to the best of my ability. The way she behaves, reacts, struggles… It is all so real that everyone of us has gone through it at some point in time in our lives,” Sonakshi added. Directed by Sunhil Sippy, Noor also stars Kanan Gill, Purab Kohli and Shibani Dandekar in major roles.
However, some believe that being the only major release this weekend, the movie would do some brisk business over the weekend. It will still have to fight it out with the Raveena Tandon-starring revenge drama Matr, also released today. Matr managed to pick up only a paltry 75 lakhs as per latest reports, and itself faces an uphill battle in the coming days.