Of lessons in promotion and a clash of the titans!!
(This column has been faithfully tracking films in the news, good and bad. However, we’ve been receiving torrential feedback and suggestions to also track films that could potentially set the box office on fire. So, since the last few weeks, we’ve been watching all the big films that make news, regardless.)
This week, the hot topic in the trade has been: Why wasn’t Zindagi Na Milegi Dobara (ZNMD) promoted in a big way? Was a road trip enough to promote a film made on a lavish scale? Though the film took a flying start at many multiplexes, that’s as far as it went. Bad promotion resulted in a good opening only at select multiplexes whereas Harry Potter’s last version took a gigantic start, almost everywhere.
Looking at the series of successes in the recent past, it is obvious that the audience is yearning for entertainment. Thus, a filmmaker needs to not only make a good product but also market and promote it well. ZNMD didn’t, and it’s paying the price.Also the topic of discussion is the fate of certain films at the year-end. Since Excel Entertainment announced their plan to release their mega-venture Don 2 during Christmas, why are two other biggies also slated for release during the same week?
The films in question are: Abbas-Mustan’s Players and Vinay Sapru-Radhika Rao’s I Love New Year. Actually, there’s one more film due the same week -- Tom Cruise’s Mission Impossible: 4.
The theatrical trailer of Eros International’s Mausam was introduced along with ZNMD and it has met with a phenomenal response. But the trade is not really excited about the film. Perhaps with more teasers and songs being introduced on satellite channels, the film will gather some momentum.
Now all eyes are on Ajay Devgn’s Singham. Though not much had been happening on the publicity front, promotions kicked off a few days ago and everyone associated with the film is going all out to generate a buzz. The idea is to keep injecting the audience with teasers and go flat out just ten days before the film’s release. This film is carrying an excellent report and has a strong buzz around it.
If this year ends with a clash between biggies like Don 2, I Love New Year and Players, January 2012 will be very exciting for both film-goers and the film trade. Karan Johar will release his magnum opus Agneepath on January 13; Farhan Akhtar and Ritesh Sidhwani will have their next film featuring Aamir Khan, tentatively titled Dhuan; and UTV Motion Picture is also toying with releasing their next Barfi, being directed by Anurag Basu and featuring Ranbir Kapoor, the same month. Phew!!!
|Update Date||Release||Movie||BoxOffice||Prev Week||Current Week||Weekly Change|
|July 16, 2011||July 08, 2011||Zindagi Na Milegi Dobara||First Weekend||13||20||19||18||25||22||5||5||3|
|July 16, 2011||July 22, 2011||Singham||First Weekend||30||32||31||42||40||40||12||8||9|
|July 16, 2011||August 12, 2011||Aarakshan||First Weekend||32||38||33||32||40||35||0||2||2|
|July 16, 2011||August 12, 2011||Soundtrack||First Weekend||2||4||3||1||2||1||-1||-2||-2|
|July 16, 2011||August 19, 2011||Not A Love Story||First Weekend||7||6||7||3||5||4||-4||-1||-3|
|July 16, 2011||August 31, 2011||Bodyguard||First Weekend||50||48||48||49||50||49||-1||2||1|
|July 16, 2011||September 09, 2011||Mausam||First Weekend||11||12||11||13||14||14||2||2||3|
|July 16, 2011||September 09, 2011||Mere Brother Ki Dulhan||First Weekend||12||14||12||20||18||16||8||4||4|
|July 16, 2011||September 16, 2011||Force||First Weekend||12||13||12||11||11||10||-1||-2||-2|
|July 16, 2011||October 06, 2011||Rascals||First Weekend||23||27||26||25||28||28||2||1||2|
|July 16, 2011||October 26, 2011||Ra.One||First Weekend||53||57||57||51||55||55||-2||-2||-2|
|July 16, 2011||October 27, 2011||Damadamm!||First Weekend||1||1||1||1||1||1||0||0||0|
|July 16, 2011||October 27, 2011||Kahaani||First Weekend||3||4||4||3||3||4||0||-1||0|
|July 16, 2011||November 10, 2011||The Dirty Picture||First Weekend||18||23||22||19||25||24||1||2||2|
|July 16, 2011||November 18, 2011||Desi Boyz||First Weekend||22||25||23||24||27||26||2||2||3|
|July 16, 2011||December 09, 2011||Agent Vinod||First Weekend||19||20||19||19||19||19||0||-1||0|
|July 16, 2011||December 09, 2011||Ladies V/S Ricky Bahl||First Weekend||10||12||10||12||14||12||2||2||2|
|July 16, 2011||December 23, 2011||Don 2||First Weekend||49||50||47||52||55||51||3||5||4|
|July 16, 2011||December 23, 2011||I Love New Year||First Weekend||0||0||0||20||23||21||20||23||21|
|July 16, 2011||January 13, 2012||Agneepath||First Weekend||40||39||39||42||41||40||2||2||1|