People outside the industry and filmmaking are now more interested in People outside the film industry are interested in box office figures. A MOVIE’S OPENING WEEKEND AND SUBSEQUENT DAYS BOX OFFICE PERFORMANCE DEPENDED MORE THAN EVER ON SOCIAL MEDIA MARKETING.
The Kashmir Files to Brahmastra, from Vikram Vedha to Ponniyin Selvan
Box office numbers are starting to matter more and more with each new film, especially in light of Brahmastra’s success in theatres recently. From The Kashmir Files to Brahmastra, from Vikram Vedha to Ponniyin Selvan, box office results for movies are just as important to the media as their artistic merit.
We talked to trade analysts, movie producers, distributors, and theatre owners in order to understand the language of trade, and we developed a plan for how to read and absorb all the trade information that is constantly being thrown at us about every single movie on social media, which then in turn influences the viewer’s decision to go see the movie or not.
Brahmastra’s producers, not so long ago, provided information on its box office earnings on September 19 and stated that the movie’s total worldwide earnings were Rs 360 crore. The figures indicate that the movie has been a huge spectacle and a great hit with viewers.
There is some disagreement over whether or not the producers disclosed exaggerated figures to make the movie’s profits appear more than they actually are.
As an excellent marketing tool
The box office figures are an excellent marketing tool to make sure that the movie remains talked about, according to film producer and industry analyst Girish Johar. He believes they don’t genuinely increase foot traffic, though. It’s crucial to understand how box office figures are computed before talking about how they affect audiences and the business of movies.
Difference between net and gross box office receipts
The distinction between net and gross box office receipts is significant. While the money collected from the complete sale of movie tickets is included in the gross box office collection, the term “net” refers to the gross box office collection less government deductions such as entertainment tax, service tax, and more.
Taxes and the big statistics
Another thing to keep in mind is that because these taxes vary from state to state, the net receipts for a given movie with a certain gross number can vary from one state to the next.
While figures for Hindi films’ net box office receipts are frequently released, those for south India are typically gross.
Ohar claims that there is a lot of interest in box office because the figures being mentioned for movies are quite large. We all know India is fascinated by the love for cricket and movies, so when large numbers and enormous money are mentioned, everyone gets incredibly enthusiastic.
Therefore, whenever big statistics are connected to movies, whether it be high box office receipts, big budgets, or even star fees, it gets a lot of traction and the general public is drawn to it, according to the industry expert.
Box office numbers – a “marketing gimmick”
While box office figures are a topic of much discussion, Johar argues that they are merely a marketing gimmick and don’t necessarily influence a viewer’s choice to see a movie or not.
Johar highlighted that Box office numbers are used as a marketing tool by producers and the marketing teams of films to ensure that there are large audiences swarming the theatres to see their flicks.
Additionally, he also mentioned that audiences are increasingly aware that it is only being utilised as a marketing tool to engage viewers and gain traction.
Kangana Ranaut has consistently asserted that Brahmastra’s producers, Karan Johar, have been distributing inflated box office figures. But is there a method to verify these numbers? There isn’t, regrettably, Johar says. While there is considerable transparency provided by overseas organisations like Rentrak, Ormax is one of the very few such organisations operating in India.
According to Johar, “If you look at it from a commercial standpoint, the movie is the producer’s investment, thus it is entirely up to them whether to disclose numbers or not.”
Why do producers decide to disclose the revenue from their movie?
That’s the business side of the tale, but why do producers decide to disclose the revenue from their movie? Because of the negativity that surrounds movies today, producer Sunny Khanna, who has supported movies like Bheja Fry 2, Mulk, and Traffic Signal, believes that sharing box office results is becoming increasingly important. This is one way to prevent individuals with ulterior motives from sabotaging a movie.
False box office figures
By providing false box office figures, they attempt to ruin the movie. When the producer is forced to reveal the correct box office figures, this frequently occurs. A recent illustration is Brahmastra.
Everyone was criticising the movie, complaining that the plot was weak or that it wasn’t making as much money as it should have (relative to the budget), but today’s box office figures have demonstrated the movie’s viability. The other scenario is that a smaller movie with lower initial take-ins but increases over Saturday and Sunday makes the audience feel that the movie has improved and would be worth seeing.
People didn’t anticipate Chup to perform well, for instance, when it was first released, yet it kept getting stronger every day.