Both films that entered the fray for the Sankranti celebrations are slowly losing their impact at the box office after touching the 50 crores mark. It was Ram Charan's Naayak that lost it's grip followed by the multi starer Seethamma Vakitlo Sirimalli Chettu.

According to trade sources, Naayak collected 50.74 crores by the end of fourth week, while its contemporary collected 51.07 crores. The fourth week collections of both the films are Rs 93 lakhs and Rs 71 lakhs respectively. In spite of both the films pocketing huge profits, it looks that no more can films boast of hundred days in maximum number of theaters.

May be on the contrary could take the credit of running the film for hundred days, at various theaters collectively. Though the trend is alarming, looks inevitable due to the exorbitant ticket rates even in rural theaters.

The ticket pricing and the fluctuating rates had the producers pocket the investment earlier but this had led to drop in occupancy for bigger films by second week and for smaller ones by the first week itself. Under these trying circumstances failed big budget films loose a lot while successful smaller ones pocket a grandiose. (Wishesh AarKay)