Inside the record North American release of ‘Dhurandhar: The Revenge’: PLFs, weekday surprises, Canada
By Jeremy Kay

Source: Jio Studios
Dhurandhar: The Revenge
Producers Jio Studios and B62 Studios relied on social promotion and word of mouth to mobilise the Indian diaspora for last weekend’s record-breaking North American release of Dhurandhar: The Revenge, which over-indexed in Canada and derived part of its success from unexpected weekday preview numbers.
As of Tuesday the spy thriller sequel stood at $15m after the opening weekend generated $10m from three and $14m from four days including Wednesday night previews through New York-based Moviegoers Entertainment.
That was enough to overtake 2023’s Pathaan’s $6.9m benchmark and rank as the highest debut of all time by a Hindi-language film in North America. The sequel delivered the second-highest Indian debut of all time, marginally behind the three-day $10.4m achieved by the Telegu-language Baahubali 2 in 2017.
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The Dhurandhar: The Revenge numbers are impressive for an R-rated action film that runs to three hours and 55 minutes. However Moviegoers Entertainment director Niyati Nagarsheth and her team were not fazed. They knew demand was high for the sequel after the first feature Dhurandhar, which clocks in at three hours and 34 minutes, arrived last December on $1.9m, and finished on $19.8m and $137.2m worldwide.
“This all began when the first film ended and a [post-credits scene] announced part two was coming on March 19,” New York-based Nagarsheth told Screen. “That created a frenzy. People were posting on social media and the release has really been one continuous effort since December 5.”
After the success of the first film, and given that Dhurandhar: The Revenge was opening day-and-date worldwide (it has amassed more than $81m at time of writing), Nagarsheth said they barely spent any money on marketing. “Every Indian that lives outside India wakes up and tunes in to what is happening in India. We have left India, but somehow our heart and soul is there, and we want to be a part of everything that happens there.”
Jio Studios and the film’s stars relied mostly on trumpeting the sequel on their social channels. The first song ‘Aaahh Men!’ by Doja Cat appears in the film and was featured in the teaser drop on February 3, and the first single ‘Aari Aari’ came out on March 12. The official trailer landed on March 7, intensifying anticipation around Aditya Dhar’s epic crime story centred on undercover agent Hamza Ali Mazari, played by Ranveer Singh, as he infiltrates Pakistan’s criminal underworld. To date the trailer has generated 80.7m views.
What added to the excitement ahead of the release was a small re-release of the first film on 125 screens a week prior, and the fact that Dhurandhar had arrived on Netflix on January 30.
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PLFs, bucking weekday trends
Dhurandhar: The Revenge opened in 987 sites across North America and kicked off with 7pm Wednesday night preview screenings on March 18. That was a calculated risk, because Moviegoers Entertainment knew Indians rise early for work and typically eschew weekday film-going.
However chains like AMC and Cinemark offered PLF (premium large format) screens for one night only before they would be snapped up the following day by Amazon MGM Studios’ incoming behemoth Project Hail Mary. Nagarsheth and her team jumped at the opportunity, even though the night out would be prolonged by an intermission, which is a common feature of most Bollywood presentations in India.
The PLFs were a big motivation. “As soon as we booked the screens, despite the higher ticket prices they sold out, and then the standard screens started selling out,” Nagarsheth said. “That really came as a huge surprise, that on a Wednesday night shows that started at 10, 10.30 were also sold out and people would have gone home at three o’ clock in the morning. But hey, everybody wanted a piece of the action on day one.”
Dhurandhar: The Revenge played in 125-150 PLF screens and when all was said and done, Wednesday night previews and Thursday combined for $3.9m in ticket sales.
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Oh Canada
Canada is home to a large Indian diaspora community and the country over-indexed. Nagarsheth said box office accounted for 28% of the entire North American opening weekend, or approximately $4m from the $10m Friday-to-Sunday haul, despite the film playing in around 125 screens out of 987 North American sites.
The four top Canadian locations were Cineplex Silvercity Brampton, Cineplex Cinemas Vaughan, Cineplex Cinemas Courtney Park, and Cineplex Cinemas Scarborough in the Greater Toronto Area. In the US, the top four sites were: AMC Empire 25 in New York City; Cinemark Lincoln Square Cinemas in Seattle, Washington; Regal Hacienda Crossing in Dublin, California; and Regal Commerce Center, North Brunswick, New Jersey.
Nagarsheth believes Indian diaspora audiences aged 30 to 60 were the prime attendees across North America, and believes Dhurandhar: The Revenge could well overtake the first film’s final gross. “The response has been overwhelming,” she said. “It’s come like a tsunami.”
The executive plans to keep The Revenge in roughly the same number of cinemas in its second weekend and expects it will follow the pattern of the first film, which ended up staying in theatres for more than 10 weeks, by which time it had debuted on Netflix.
https://www.screendaily.com/features/inside-the-record-north-american-release-of-dhurandhar-the-revenge-plfs-weekday-surprises-canada/5215142.article
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