OK Jaanu had a fair beginning with Rs. 4.08 crore coming on the first day. This is also pretty much on the expected lines as the film was relying primarily on the popularity of 'The Humma Song'. The theatrical promo hadn't really caught much of an attention and though Aditya Roy Kapur and Shraddha Kapoor were being seen as the Aashiqui 2 jodi, the fact remains that OK Jaanu wasn't quite pitched as a film that could fall into such intense romantic bracket.
In the recent past, many films have been made on the subject of living-in and youngsters trying to find their bearings. Ae Dil Hai Mushkil and Befikre came pretty much back to back and before that Imtiaz Ali has made a living out of this subject being explored. Hence, though the Tamil original OK Kanmani had made some splash down South (albeit it too was a follow up to Mani Ratnam's own Alaipayuthey that was released more than a decade ago, OK Jaanu only ended up coming across as the new age version of Saathiya (which was the Hindi remake of Alaipayuthey). Both Hindi versions have been made by Shaad Ali.
Coming to OK Jaanu, the film actually had a field wide open for it to perform since Dangal has now slowed down considerably while xXx: Return of Zander Cage had its shows beginning only in the evening. Morning and afternoon shows, which basically belonged to youth - the target audience for OK Jaanu - didn't really register massive footfalls and that continued right till the night as well.
The film has seen fair to decent to good reviews coming its way and the word of mouth is on the same lines as well. Ideally, OK Jaanu should now grow further to register a weekend of at least Rs. 15 crores. It would be a wait and watch moment to see if the escalation begins to take place today itself as that would be key to overall growth.