A string of new box office underperforming releases highlights a growing trend that Bollywood is struggling to adapt to. Instead of being drawn in by star power alone, audiences care more about the story and experience of a movie.
This new consumer behavior is behind the “hit-or-miss” phenomenon seen on the big screen, where movies either completely fall apart or turn out to be blockbuster hits, with a few entries somewhere in the middle.
The success of films like The Kashmir Records, Bhool Bhulaiyaa 2 and Gangubai Kathiawadi against the poor results of stars like Samrat Prithviraj, Bachchan Paandeyand Runway 34 reflects this change.
“Today, the business of box office receipts has become a story of extreme behavior. If a film works, it works very well, and if a film fails, it fails so badly… It’s a disaster,” said said Anil Thadani, distributor of the film. and owner of AA Films, quoted media reported.
With cinemas having been closed for a significant period during the COVID-19 pandemic, India has seen a rapid increase in the number of subscriptions to OTT platforms. Along with these new subscriptions, a new appreciation for films in regional and foreign languages has developed. But another big change brought about by the pandemic is the fact that moviegoers can now watch titles on OTT platforms within 4-6 weeks of theatrical release.
“As movies are available on OTT platforms just after four weeks, moviegoers are not interested in going to the cinema unless it’s a ‘great experience,'” said Shaaminder Malik, business analyst and independent film distributor , according to the report.
With moviegoers only looking to spend money on titles that are truly worth the money, filmmakers will need to put more emphasis on not just the story, but the overall movie experience as well. The global success of titles like Top Gun: Maverick and The Batman are an example of what Indian filmmakers can try to emulate from Hollywood. The outstanding success of films like RRR and KGF: Chapter 2 are examples closer to home.
How these Hindi movies fared in the first half of 2022:
|movie name||India (NETT in Rs cr.)||India (Gross in Rs cr.)||Overseas (Gross in Rs cr.)||
World Collections (INR cr.)
|1||The Kashmir Files||252.90||297.53||43.39||340.92|
|2||Bhool Bhulaiyaa 2||185.92||221.33||45.55||266.88|
2022 box office collections:
|movie name||Release date||Opening day||Opening weekend||Weekend 1||Lifetime|
|KGF – Chapter 2||April 14, 2022||53.95||193.99||268.63||434.70|
|RRR||March 25, 2022||20.07||75.57||132.59||274.31|
|The Kashmir Files||March 11, 2022||3.55||27.15||97.30||252.90|
|Bhool Bhulaiyaa 2||May 20, 2022||14.11||55.96||92.05||185.92|
|Doctor Strange in the Multiverse of Madness (English)||May 06, 2022||11:35 p.m.||79.50||101.49||130|