15 Years of Ram Gopal Varma’s Phoonk: The ‘Dare To Watch It Alone’ contest was one of the GREATEST marketing strategies in the HISTORY of Indian cinema

By Fenil Seta -

August 23, 2023 - 7:04 PM IST

Several marketing geniuses work tirelessly and have often come up with interesting strategies to hype up their films. But very few of them really have a huge impact. Phoonk (2008), which completes 15 years today, benefited hugely, thanks to a great promotional plan that made this film one of the sleeper hits of that year.

15 Years of Ram Gopal Varma’s Phoonk: The ‘Dare To Watch It Alone’ contest was one of the GREATEST marketing strategies in the HISTORY of Indian cinema

Phoonk starred Sudeep, Amruta Khanvilkar and Ahsaan Channa. The star cast was largely unknown; Sudeep wasn’t as big as he’s today for the Hindi speaking audiences. It was directed by Ram Gopal Varma, who had given three flops – Ram Gopal Varma Ki Aag (2007), Darling (2007) and Contract (2008) – and a below-average grosser – Sarkar Raj (2008) – in nearly 365 days before Phoonk. The debacle of Ram Gopal Varma Ki Aag, the remake of Sholay, had affected his track record big time. As a result, not much was expected from this film. On top of that, it was released at a time when Singh Is Kinng and Bachna Ae Haseeno were running successfully in cinemas. It also clashed with Mumbai Meri Jaan, Maan Gaye Mughall-E-Azam and My Friend Ganesha 2. A lot of odds were against Phoonk.

However, things took a turn for Phoonk on August 10, that is, less than two weeks before release. Ram Gopal Varma and the producers of Phoonk announced on that day that the horror film, in their opinion, is the scariest movie ever and dared people from across the country to watch it alone. Those interested were encouraged to participate. Five shortlisted contestants will be shortlisted and brought to Mumbai where they’ll be shown Phoonk in an empty movie hall. If they successfully watch the film till the end, they’ll win Rs. 5 lakhs. The conditions were that the contestants can’t carry their mobile phone inside, the theatre will be fitted with cameras to monitor the contestant and the contestant will have to clear a medical test and sign an indemnity bond before the screening.

The news of this contest spread like wildfire and generated curiosity. Thousands of people signed up for the contest. Reportedly, the contest was withdrawn after allegations were raised that the selection process was rigged. As per the makers, they organized the screening for one contestant, but he ran away out of fear 30 minutes after the film started.

The strategy worked. Phoonk opened at 400 screens and had an opening of Rs. 1.35 crores. This was more than the total opening day collections of the other three films, which were released on August 22, 2008. The prints were increased the next day due to the demand for the film. It ended up collecting Rs. 9.80 crores in its lifetime. It was a hit as it was made in Rs. 6 crores, including P&A, and also earned more from Home Video and Satellite rights and also international dubbed versions.

The word of mouth was mixed. Many expected Phoonk to send a shiver down their spine like never before, thanks to the contest. That didn’t happen and hence, the film received some brickbats. But at the same time, the contest made a non-star cast starrer into a hot product. It was a huge topic of discussion across the country, and it was also common to hear moviegoers claiming, “If I was given a choice, I would have surely seen the film all alone till the very end.”

Trade veteran Taran Adarsh, in his Bollywood Hungama Business Talk dated August 28, 208, noted that the content also wasn’t bad as such. Or else, the film would have fallen from day 2. He said, “Sure, the Rs. 5 lacs reward for watching it all alone did generate curiosity, but that would've only helped on the opening day. Thereafter, the content did the talking.”

A crow played an important part in the film. On this, Taran Adarsh remarked, “The talk in the industry is, even a crow can draw in audiences, provided there's a story to tell. How true!”

Coming back to the contest, a man named Pavin Ponanna did manage to successfully watch Phoonk all alone. He paid Rs 47,000 and booked an entire theatre in Bengaluru. On top of that, he purposely chose a night show. He said he took up the challenge not for money, but to deliver a message to people that nobody should believe in superstition. His family, however, was scared for him and offered a special pooja for his safety! When he came out, he got a surprise as Sudeep congratulated him. Pavin even said, “I will ask Verma to hand over the reward or I would challenge him to make another film that was horrific enough to scare me!”

Also Read: Inside Ram Gopal Varma’s SENSUOUS and jungle-themed Hyderabad office: “Your workplace should reflect the interior of your mind. And it’s an open secret that I am into powerful men and beautiful looking women”