It is the Month of August. More than 50 Hindi films released till now out of which only 7 Films are Successful ( Kaabil, Raees, Jolly LLB 2, Badrinath Ki Dulhaniya, Hindi Medium, Sachin A Billion Dreams and recent Toilet Ek Prem Katha ) which means only 14% Success ratio, perhaps the worst as compared to last 5 years.
If you think this is shocking then bare yourself because what more shocking is even two big and bankable Superstars Salman Khan and Shah Rukh Khan have delivered Disasters this year with Tubelight and Jab Harry Met Sejal respectively. Both of these movies received poor reviews from critics and viewers alike. But what about films like MOM , Maatr , Ghazi Attack , Trapped ? Even after getting good reviews they bombed at Box Office. Why ? Films are being promoted well. Media is creating necessary hype , then why Flops ? Why Bollywood is struggling for a Hit ? Why it is Suffering today ?
Following are the reasons.
1. POOR CONTENT
If we Observe all flop films, 70% of them were low on content. While other 30% have other reasons that I will discuss further. Talking about these 70% films which include Ok Jaanu, Tubelight, Meri Pyari Bindu , Munna Michael, Jab Harry Met Sejal etc , received harsh reviews from Critics and audience.
Flop results of Films like Ok Janu, Meri Pyari Bindu, Munna Michael , Jagga Jasoos etc can be considered for weak films and less stardom of these stars. But the Disaster results of films Jab Harry Met Sejal and Tubelight which had Big Superstars of Bollywood with Largest Fan following , prove that people today don’t give damn to star power. Their love for stars and occupancy in theaters are not related anymore. They will not spend their hard earned money to see their favorite star in a crap film. So today Content is the King. If your film offers good and quality content , it will be well received by audience. Best example – Hindi Medium. Film had opened to just 20-30% occupancy and earned 2.75 Crore on Day 1. Who had thought then that it would go on to earn above 70 Cr to become Super Hit ? Honestly , no one did think of this magic. But quality content did that. Today people want to spend their money only on quality. They have become strict and unforgivable towards crap ones. Another example is Lipstick Under My Burkha. It has no super star in it. But still it managed to earn over 20 Cr just due to good Word Of Mouth. Though the collections are not earth shattering but considering the budget , star cast and promotion , this amount can be considered as Good. If you offer quality Content , then though a tad late but people will accept you.
For quality films we are like – ” Der hai …andher nahi ”
2. PROMOTION AND HYPE :
In this point I will talk about aforementioned 30% films that why they bombed at Box Office despite having quality content and good reviews. Promotion and Hype can act in both ways. It can entail Profits as well as Losses as there are two phenomena :
A. Lack Of Promotion
B. Too much Promotion
A. Lack Of Promotion :
Take an example of films like Trapped , Ghazi Attack, MOM , Maatr ,Haraamkhor etc.
These films were well received by critics. Most of the critics gave above 3* to all these films and praised them. Audience also liked these films but yet they bombed at Box Office. Reasons were , high budget , absence of famous or big star , and lack of promotion. When I asked people , I got to know that lots of them even haven’t heard names of these movies. and I think that played spoilsport in their success path.
B. Too Much Promotion :
Best examples are : Tubelight and Jab Harry Met Sejal.
Films had good songs , Superstars , Good Buzz but low on content. But content wasn’t the only reason behind their failure. One another reason was too much promotion that raised audience’s expectations, exactly where both of these films fell flat. As a moviegoer I know how does it feels when whatever good things you expected from film is not shown in it. Its quite depressing. Audience found these films Disappointing and negative word of mouth emerged and spread everywhere
3. Social Media :
“Don’t underestimate the power of social media “.
Yes. A dialogue from Chennai Express (Replacing Common Man by Social Media) is suitable here. If film falls in above two reasons (Lack Of Content and Too much Promotion) ,people hurl lots of abuses and trolls on social media. Be it Facebook or Twitter. Recent films Tubelight and Jab Harry Met Sejal are best example of this.
The higher the buzz , more the chances your film gets trolled if its bad. While other films even if they are crap will scrape through these trolls because of low hype. Examples : Meri Pyari Bindu, Munna Michael , Ok Jaanu etc.
If poor content is 60% responsible for Tubelight and Jab Harry Met Sejal’s debacle then Social Media is at least 30% responsible for it. Today it has become a trend. Lets take example of JAB HARY MET SEJAL.
I watched the movie and honestly it was not that bad. It was a good watch. Simple film. But upon its release film received poor ratings from Critics . And based on that reviews people started trolling film on social media. Film was released in UAE on 3 August. And It receives neutral to negative reviews from UAE critics. And at midnight ( even before it was released in India) I observed more than 100 Tweet reviews of JHMS (mostly negative) from Indians which on an average had 300-400 Retweets and Likes . Fake Reviews . But they met with critics’ negative reviews and worked luckily.
But if one disinterested (Unbiased) person watches the film , he will tell you – ” Itti bhi buri nahi yar jitta log bata rahe” ( Its not that bad what people are telling ). Same things happened with Tubelight.
On the other hand film Hindi Medium was praised a lot on social media due to its highly positive reviews from critics. And this is what we call WOM – Word Of Mouth – which today largely depends on Social Media. And this is how Social Media plays pivotal role in Success or Failure of Movie.
4. PIRACY :
Take a latest example. Akshay Kumar starer Toilet Ek Prem Katha released Yesterday ( 11th August). And today , there are various links available to download this film. People are sharing these links on social media shamelessly. Same happened with Jab Harry Met Sejal. One day before its India release , the Climax scene was leaked online. and Same thing happens with 90% Bollywood Films. You are not new to this term – Piracy. You know very well how badly it affects film’s business. So I will not waste my time writing more about this however it is the bitter truth and the pathetic problem that our Industry is facing today.
5. BUDGET :
This is totally Producer’s take. But there are lots of people who keep asking me questions like : SRK’s film Fan did 85 Cr business and its flop. Hindi Medium did only 70 Cr business and its Super Hit ? How ? Answer is – it depends on Budget and Distributors’ share. Though it had Shah Rukh Khan in it ,Film Fan was risky affair. SRK, Salman, Aamir, Hrithik, Akshay, and Ajay these are our Superstars today. Putting money in their films some what makes sense as they enjoy fan following galore. But what about others ? There are very few examples like Hindi Medium. Barely 3-4.
My point here is , what happened to Producers ? In which world are they living today ? Don’t they understand what people want today and where we should put our money ? Can’t they identify quality ? You must be taking some advice from trade people and still fail. Are you not choosing right people ?
Sridevi starer MOM received very good response from Critics and Audience. Film had good word of mouth. Everywhere people were praising it. But still it could not get HIT tag. Why ? Because of Budget. It did a good business but not enough to recoup invested money.
Today , where Super Stars’ films are struggling for a HIT , how can you put so much money on other stars’ films ? Hindi Medium was made on a budget of 22 Cr and it was safe deal. But if you put 50Cr – 70 Cr on your films without any superstar , you are fooling yourself.
There are lots of examples of such producers. I won’t take names here. But by now many of you might have realized about whom I am talking.