Don 2 has collected Rs 48 crores in its opening weekend. However the PR mechanism is trying to devise new tags just to showoff that the film is breaking new records.

The year 2011 has come to an end with Shah Rukh Khan's Don 2, amongst the most anticipated releases of the year. One cannot exactly say that Bollywood in 2011 had 'saved the best for last' with the extreme response that the film has received. Audience response varies from awesome to awful for the film.

Nevertheless the buzz around the film was huge and the SRK flick opened to very good collections. The film collected around Rs 48 crores over its opening weekend. Dubbed versions in Tamil and Telugu helped the film do business in South territories as well. However with diverse response to the film, the same cannot be said about the film's business in coming days and it's uncertain whether the film will enjoy a decent run in its second week, despite no good opposition.

An interesting thing to notice (taking Don 2 as a study example) is that with every new film, the PR mechanism tries to devise new tags to illustrate the film breaking new records, (esp. when the film fails to break any real records). So Don 2 wins the tag for the 'highest first day collection on a non-holiday Friday'. Or sample this 'Don 2 broke the record of Bodyguard in Australia for the highest first day gross ever for a Hindi film (US$ 82,000) while Bodyguard managed (US$ 74,000)'.

If nothing else works, it can take credit of outdoing the business of Shah Rukh's earlier films. As per official figures revealed 'Middle East has grossed ($ 930,000 on Thu & Fri which is higher than the first two days of Ra.One (US$ 710,000) and My Name is Khan (US$ 750,000)'. 'In US, the opening day gross of Don 2 (US $ 445000) is higher than that of My Name is Khan and also higher than the sum of the first three days of Ra.One!'