AN ANALYSIS OF THE FIRST QUARTER OF 2015

The first quarter of the year is about to get over and have been pretty okay. The first quarter of 2014 had delivered hits in the form of Queen and Ragini MMS 2 and also a 100-crore grosser – Jai Ho. However, 2015’s first quarter has been poor. Films that were expected to fetch good numbers like Alone, I, Dolly Ki Doli, Shamitabh, Khamoshiyan, Roy etc turned out to be huge flops. What surprised many was how some of the films were made on an insanely huge budget. Hawaizaada and Shamitabh turned out to be disasters thanks to the costs involved. Both these films hardly attracted viewers and got entry into the list of ‘biggest disasters of recent times’. Roy opened well and might have recovered going by the opening weekend numbers. Sadly, the content was outright disappointing. It started dropping from Day 4 heavily, that left many shocked.

Thankfully, few films made a mark commercially. Baby opened on an average note but held up very, very well. Badlapur attracted people despite the violent theme. Same goes for NH10. Dum Laga Ke Haisha had a very poor opening. But it was a fabulous film and hence sustained beautifully, even during weekdays.

However, a big commercial hit is missing in the first quarter. The industry has suffered many such setbacks previously but sadly, lessons are never learnt. And everyone has to make an effort. The makers on their part should make films on reasonable costs (which is very much possible). This also includes not overspending on publicity. For instance, NH10 was made in 3-4 crores and almost 8-9 crores were spent on publicity. It is said that the film would have opened with similar numbers if the makers had spent even half the amount on publicity. Hence, correct and impactful marketing is the key. Just by going all out is not a guarantee that people will throng to see the film. And more important than the cost is the fact that makers should invest in good scripts. The success of NH10 and Dum Laga Ke Haisha has proved how people are ready to see different subjects. The multiplex wallahs on their post should bring costs down on an immediate basis. It’s shocking to see tickets priced at 300-400 bucks during weekends, for all kinds of films! Theatre owners should realize that they are bound to lose a chunk of audience by having such inflated ticket rates. Thirdly, the audience should be smart as well. There are times when genuine efforts go unnoticed just because those films weren’t ‘typical entertainers’. Audiences should realize that they should invest their hard-earned films on good films, whether or not it’s entertaining in the conventional manner.

However, there’s a lot to cheer. The next quarter promises some fabulous films like Detective Byomkesh Bakshy, Dharam Sankat Mein, Mr X, Gabbar Is Back, Piku, Mastizaade, Welcome Back, Bombay Velvet, Dil Dhadakne Do, Hamari Adhuri Kahani etc. Hope good times are here and they are here to stay!