There are few basic facts of the film business which have been proven time and again, but still producers / directors try to defy them. Why? Is it because of ego or something else? Just to compete and outsmart each other without realizing facts (or deliberate ignorance), a producer turns a blind eye towards an obvious fact. Why one fails to understand that a film is the resultant of many months’ hard work put together by a huge team with best of their efforts where careers of so many people associated with film are at stake. But after spending so much money and putting in best efforts to promote the film, they fail on deciding a right date for the release of the film. There are so many examples available when we know that a film would have done better business if released at the right time.
Facts like a film never works in pre-Diwali week are proven but still we see film releasing in that week and biting dust. The most recent example is that of Acid Factory. Another fact being that films never work in the last week of the year and first week of the year has been defied by so many producers and they have seen the results also. Still producers still do not learn the lesson.
Another very important fact producers fail to read is the strength of the competition on a particular release date. A release should be decided based on the fact that whether their film can sustain the competition and not on their egos. It’s a market reality that when two different genres like hard hitting social reality and feel good entertainer compete with each other, winner always will be the feel good cinema provided the content is decent enough. The case in point is Jail and APKGK, two films belonging to above mentioned genres clashed on the same date and the result is for everyone to see.
Thinking just from the paying audiences’ point view which goes to cinema to get entertained, what will they prefer, Jail or APKGK? The answer is anybody’s guess. The question is whether Jail could have avoided its fate? The answer is yes, by realizing the basic fact about strength of the competition based on genres of these two films. Releasing the film by few weeks here and there would have made a lot of difference in its collections. Its not that Madhur Bhandarkar has lost his charm, but one should be able to read the market conditions also. Of course there is a loyal audience of Madhur Bhandarkar films but when a family which includes kids or a group of teenagers go out to watch a film on a weekend, you decide which film they will choose from Jail and APKGK? Writing is on the wall that unless you are catering to masses / families, you cannot make big monies. It’s not the film which has failed, but it’s the release strategy which has compelled a good film to bite the dust. We hope producers will understand and keep these basic principles in mind instead of any other reasons before deciding a release date.
Rupessh Jain can be reached at firstname.lastname@example.org
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