Despite the advantage of paid previews on Thursday, Ajay Devgn's De De Pyaar De seems to have had a relatively tepid start at the box office. The rom-com, also featuring Tabu and Rakul Preet Singh, opened to Rs 10.41 crore on Friday (figure includes collections of Thursday's previews) and ended its first weekend tally at Rs 38.54 crore.

Trade expert Amod Mehra attributes the average collection to the content. "The film hasn't been able to connect with the female audience. While it will be able to break even by the end of the first week, earning [huge] profits looks like an uphill task."