Tere Ishk Mein Box Office:Hindi version sells 2.1 lakh tickets while Tamil lags behind; Is the release strategy to blame for low buzz in South?

As the much-anticipated Dhanush starrer, directed by Aanand L. Rai with music by AR Rahman, hit screens today, the box office narrative is being defined by two contrasting stories. While the film has secured a healthy opening in the Hindi belt, industry observers are noting that the strategy for the South—specifically Tamil Nadu—may have left a significant golden window unexploited.

The film closed its pre-sales with numbers that suggest a solid start, accumulating a total All-India gross of approximately ₹5.65 Crore through ticket sales alone. When factoring in block seats, the total pre-release business stands at an impressive ₹9.26 Crore. However, a closer look at the breakdown reveals a sharp divide in audience interest. The Hindi version is doing the heavy lifting, contributing roughly ₹5.30 Crore to the gross with over 2.1 lakh tickets sold across more than 12,500 shows. In stark contrast, the Tamil version has seen a much quieter response, grossing approximately ₹34.4 Lakhs with roughly 26,000 tickets sold across 1,000 shows.

Despite featuring a powerhouse Tamil star like Dhanush and the musical backing of AR Rahman, trade analysts feel the film has underperformed in generating release-day buzz within Tamil Nadu. The current theatrical climate in the state offered a rare opportunity: there have been no major Tamil releases over the past few weeks, and the slate remains relatively empty for the coming fortnight. Had the makers executed a localized promotional plan, the film could have capitalized on this vacuum to secure a dominant theatrical run. Instead, reports from the ground indicate that awareness of the release remains surprisingly low, with many potential viewers unaware the film is now playing.

With the pre-release hype muted in the South, the film’s trajectory in Tamil Nadu now depends entirely on Word of Mouth (WOM) from today's early shows. Since the "opening day craze" was not capitalized on via marketing, the movie needs exceptional reports to gain momentum. If the content strikes a chord—fueled by the lead performance and ARR’s score—the Tamil version could see a turnaround in occupancy by the evening shows and over the weekend. However, without that initial push, the film faces a challenging climb to convert the Tamil audience compared to its comfortable start in the North.