Selfiee, starring Akshay Kumar and Emraan Hashmi, is facing challenges in generating buzz and advance ticket sales ahead of its release.
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The film's well-received trailer and promotional campaign have not translated into strong presales.
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Only 6,500 tickets have been sold in three national chains as of 10pm.
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This number is much lower than expected and may impact the film's day one collection.
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The late opening of advance bookings may help to reduce negative coverage and increase spot bookings.
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Audiences are making a clear demarcation between films they prefer to watch on the big screen and those they are willing to wait to watch digitally.
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Selfiee seems to be a film that falls in the second category, according to audience response to presales.
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The film's long promotional campaign may have reduced curiosity and interest in the film.
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Selfiee will not face competition from any major releases next week, providing an opportunity for a long open run.
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The film's success on its opening day will be critical to its overall box office performance.
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