A noticeable shift is unfolding at the box office. Increasingly, mid-budget films without a major male superstar are skipping the traditional Friday fireworks. Instead, they are building momentum gradually, powered by strong word of mouth.
Now, ASSI appears to be following that very trajectory.
A Growing Trend: Slow Fridays, Stronger Weekends
To begin with, this pattern is not entirely new. Films such as Mrs. Chatterjee vs Norway, 12th Fail, and Laapataa Ladies generated significant buzz before release. Their trailers impressed audiences, and their promotional campaigns were aggressive and widespread.
However, despite the pre-release excitement, their Friday collections fell short of expectations.
Nevertheless, the narrative shifted dramatically over the weekend. Positive reviews began circulating. Audiences recommended the films to others. Consequently, footfalls increased steadily on Saturday and Sunday. Ultimately, strong word of mouth turned modest openings into box office successes.
ASSI: Strong Buzz, Yet a Measured Opening
Similarly, ASSI entered cinemas this week with considerable anticipation. The film sparked curiosity early on. Moreover, its marketing strategy was both wide-reaching and innovative, extending even into B-centre markets that are traditionally challenging for content-driven cinema.
Even so, Friday numbers remained below industry projections.
Exhibitors across circuits expressed cautious optimism. According to one theatre owner, “The word of mouth is excellent and reviews are very positive. The trailer created huge buzz. Let’s see how Saturday unfolds — everyone walking out is calling it a must-watch.”
Clearly, the trade was banking on weekend growth rather than day-one numbers.
Saturday Surge Signals a Turnaround
By Saturday morning, the trend began shifting. Early shows registered noticeable growth. As the day progressed, collections strengthened further, indicating rising audience interest.
Trade estimates suggest the film could witness growth of nearly 200% on Saturday compared to Friday. If this momentum sustains, ASSI may mirror the weekend trajectory of Srikanth, along with Mrs. Chatterjee vs Norway, 12th Fail, and Laapataa Ladies.
In other words, audience-driven cinema once again appears to be proving its staying power.
A Broader Question: Are We Measuring the Wrong Metrics?
This evolving pattern raises an important question. Should mid-budget, content-led films be judged by the same Friday benchmarks as large-scale commercial entertainers?
After all, big-ticket releases are mounted on budgets five to ten times larger. In many cases, their promotional spending alone equals the total production cost of smaller films. Naturally, their opening-day expectations differ significantly.
Therefore, perhaps it is time to reassess how box office success is measured. Instead of focusing solely on day-one collections, the industry may need to value sustained growth and long-term audience engagement.
About the Film
ASSI is presented by T-Series in association with Benaras Mediaworks. The film is directed by Anubhav Sinha and produced by Bhushan Kumar, Krishan Kumar, and Anubhav Sinha.
The film is currently running in cinemas nationwide.
