Gunday is a mass entertainer while Highway is meant for a group of audience, say exhibitors.  Exhibitor Rajesh Thadani says, "'Highway' had a slow start but it picked up in the weekend. It is meant for select audiences and is not a commercial film, like Imtiaz Ali's other films. It should make Rs 20-22 crore in the first week."

Trade analyst Taran Adarsh says, "Aimed at high-end multiplexes in metros across the country, Highway has reached out to its target audience already. UTV has released the film in only 800 cinemas and this is a smart strategy."

Word of mouth publicity seems to have worked for 'Highway', say distributors. Sanjay Dalia, President of Cinemax Cinemas, says, "The footfall at our theatres was higher on Monday when compared to Friday. The film’s positive reviews have added to its collections. It may continue to do well but we will know more about this in the coming weeks."


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