Box Office Shifts: Dhurandhar's Run Shows Films Now a Marathon, Not a Sprint

• Dhurandhar The Revenge's massive opening of Rs 604 crore highlights a changing box office trend.
• Films are becoming less dependent on their opening week, with a noticeable drop in first-week earnings as a percentage of lifetime collections.
• Between 2023-2025, films earned 63.5% of lifetime collections in the first week, down from 71.3% in 2020-2022 and 77% in 2014-2016.
• Box office hits now earn only 51.1% of their total in the first week, compared to 65.9% a decade ago, indicating a longer theatrical life.
• This shift suggests changing audience behavior, with word-of-mouth and sustained footfalls gaining importance over initial rushes.