This is why Bollywood’s techniques fail to promote films
MUMBAI: What exactly is happening in the Mumbai film industry? A sense of uncertainty prevails. There is an all-round nervousness and lack of confidence. The bigger the film due for release, the more the confusion between the makers, the exhibitors and the others concerned. This situation has prevailed since before the pandemic and has only amplified ater the industry reopened post lockdown. The films are failing to draw audience. The films of the biggest of stars are being rejected. What’s worrisome is that these films are being rejected wholesale, not even being given the privilege of the initial audience that used to throng the cinemas for any film with big stars.
It would be understandable if a film failed because of bad word of mouth. A lot of filmgoers decide whether to watch a film or not ater geting audience reports. But that has not been happening recently. The film critics (if such a tribe exists in India) have become the line of first defence for films that have failed. Not only do they not accept the fact, they try to find excuses on behalf of the filmmakers and stars. Some of them said that “Laal Singh Chaddha” and “Raksha Bandhan” failed because they were bad films. And, to think that most of these so-called critics had rated both the films with four stars each!
What is happening recently is that rather than have fun watching a film at the cinemas, people, the netizens, are having fun at the cost of films and filmmakers. They are being trolled mercilessly. The latest subject of ridicule in social media is the film “Brahmastra: Part One — Shiva.” The film stars Amitabh Bachchan, Nagarjuna, Ranbir Kapoor and Alia Bhat. Like with many other Hindi films, social media groups have taken a strong stand against the film. And there are many takers for such groups and the stand they take! Those connected with films would keep quiet for some time. Instead, they come out with statements that get the trolls started.
The example is the PVR multiplex chain’s social media post on Monday before the release of “Brahmastra” that it had already sold 1,00,000 tickets in advance. This claim was followed by the chain saying that they were offering one ticket free against three bought for “Brahmastra”! Wasn’t the chain’s management contradicting its own claim on the demand for the film?
The responses that followed this announcement were anything but complimentary. They were humiliating, if one may say so. For a film claiming to have been made at a budget of Rs 400+ crore, the multiplex chain was claiming a sale of 1,00,000 tickets on Day One. This was a contradiction. And why the discount even before the film opened to the public?
The film promotions got weirder by the day. Earlier, the filmmaker and stars launched a film’s promotion in Mumbai with all the television, web and print media present. The media networks being what they are today, your message reaches all corners of the world within hours. It is covered all over, be it any media. Next, you travel to Delhi, followed by some other place, such as Ahmedabad or Pune. Follow the same routine; address the media. What purpose does it serve? None. It has all been covered. And, they used the expression Road Show for this silly exercise.
Now that the film, “Brahmastra” has hit the screens, the final stage of promotion will start now. Trade experts will be convinced to praise the film with half-a-dozen posts. Of course, they have their rates, but, sadly, no credibility. Then there will be critics giting four-to-five stars to the film. Looks like the best minds in the film industry have stopped working. The way the release strategy of the film has been handled shows total lack of confidence. The people concerned come across as a confused lot. Why, in the first place, release this cost-heavy film now, during a dull period? Why not wait for the more opportune Diwali release?