Sidharth Malhotra and Sonakshi Sinha starrer thriller film, Ittefaq, started on a poor note on Friday. The trailer of the film had grabbed the eyeballs, but a poor promotion marred its box office prospect. The makers of the film did not do anything significant to bring the attention of the moviegoers and left it on word of mouth publicity. The word of mouth marketing works only after the opening day. A good opening collection depends mainly on the promotion of the film. 
As per the box office reports, the film collected 4.05 crores on its first Friday. The film needs to gain some momentum on Saturday and Sunday to post a respectable total in the first weekend. The total budget of the film is about 20 crores, which means it will not face any problem in becoming a profitable venture for the makers.
#Ittefaq started slow, but picked up towards evening… Sat + Sun biz growth crucial… Fri ₹ 4.05 cr. India biz.
— taran adarsh (@taran_adarsh) November 4, 2017
The film fared best in Mumbai because of its story and genre, but it failed to bring moviegoers to the multiplexes in the northern regions. All the stars of the movie (Sidharth Malhotra, Akshaye Khanna, and Sonakshi Sinha) are going through the bad phase of their careers, so the box office failure of this movie will be an addition to their woes. Sidharth Malhotra needs to select really good movies that can bring moviegoers to the theaters; movies like Ittefaq are not going to help him in the long run.
