Prem is back and predictably with a bang. But the question is whether Salman Khan in Prem Ratan Dhan Payo will be able to beat the first three days earnings of ₹102 crore from Bajrangi Bhaijaan .

Trade analysts feel the books look good and the Salman Khan-Sooraj Barjatya combination, which is coming back together after more than a decade, could earn about ₹35-40 crore on the first day itself.

Taran Adarsh, trade analyst, said the movie is an entertainer that is drawing in families as well as the actor’s traditional fan base across metros and smaller centres. Agreeing that it will not be difficult for the movie to make a record-breaking first-day opening, trade analyst Amod Mehra said it remains to be seen how it will do after the long weekend.

Multiplexes, on the other hand, were confident of a blockbuster weekend. The movie has been released in over 5,300 screens worldwide on Thursday.

Gautam Dutta, Chief Executive Officer, PVR, said the movie has witnessed 85-90 per cent occupancy and expects to close the first day with strong footfalls of about five lakh. Devang Sampat, Business Head – Strategy, Cinépolis India, said the multiplex chain has devoted nearly 85 per cent of the shows to the movie, while the balance is for regional content. He said the movie has seen good advance bookings, especially from corporates and bulk buyers.

Marketing blitzkrieg A Rajshri and Fox Star Studios co-production, the movie has also several brands associated with it, either through in-film branding or media promotion. The brands have spent nearly ₹30 crore.

Shikha Kapur, Chief Marketing Officer of Fox Star Studios, said the marketing strategy was an amalgamation of Diwali celebrations and the Sooraj Barjatya-Salman Khan duo returning to the screens after more than a decade.

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