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Are opening weekend collections a deciding factor for films?
Updated On: 21 July, 2015 08:46 AM IST | | Bharati Dubey
<p>With 'Bajrangi Bhaijaan' and 'Baahubali' touching all-India figures of Rs 100 crore within the first three days of release, we take a look at how the marketing strategy of films are being revised to capitalise on the opening weekend...</p>
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'Bajrangi Bhaijaan'
There was a time when a film was considered 'hit' if it ran for several weeks in theatres. However, over a period of time, the way a film is measured on the BO barometer has changed. In the present scenario, opening weekend collections are the deciding factor. What else would explain the brouhaha over the bumper success of Kabir Khan's 'Bajrangi Bhaijaan', which hit the theatres last Friday? Or that of SS Rajamouli's 'Baahubali' that released the week before? Both films have proved to be game changers for the industry, which witnessed average business in the first half of 2015, by scoring all India figures of Rs 100 crore in their first weekend.
Kareena Kapoor Khan and Salman Khan in 'Bajrangi Bhaijaan'
Given this competition for box-office dominance, the marketing strategy for films are also being consistently reviewed. Projects are promoted on a grand scale to ensure a big opening weekend; it doesn't matter if the momentum is lost post the first three days. Vajir Singh of Box Office India feels that making a film today is equivalent to selling a product. "With big-budget films, there is a lot of money at stake and no one wants to take chances. Several films release every week and it's important to create a good buzz around them. Also, in addition to making a good movie, it is important to aggressively promote it so that you reap the benefits of the investment. It's all about selling your movie. Whoever sells it better wins the battle," he says.
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