The films may be very big for the industry due to the heavy costs but the audience does not see them like a Dhoom 3 or Chennai Express as they do not look as grand on screen. This is why the box office results do not meet the prices paid as the public does not see them as grand big budget films and therefore the initials are not quite there. The initial is not a problem for low or medium costing films but if big films misses out then its a problem as you can hold steady in week two but the share is down. If there is a 60% drop in nett collections, the share is down 70% and its the share that is needed for recovery.
Holiday - A Soldier Is Never Off Duty will get around 38-40 crore nett (after taxes) maximum from its non theatrical rights which leaves another 65-70 crore to be covered from Worldwide theatrical. Overseas is not doing well and looking at a 7-8 crore share so the rest has be covered from Indian theatrical. It may well get there but a well accepted film doing good business all over getting just to coverage and that too depending on business after week three means a misjudgement in the value of the film.