The industry trends change every few years. But post-pandemic, the changes have been sudden and also unexpected. Girish Johar, producer and eminent film business analyst, in an exclusive interview with Bollywood Hungama, opened up on aspects like reduced ticket prices, dearth of cinemas, BOGO, losing credibility of reviews, etc, in simple layman terms.
From a trade perspective, can reduced ticket pricing serve as a viable strategy to drive footfall in theatres, or does it risk devaluing the big-screen experience? I am of the firm belief that if theatrical business flourishes, then everything in the ecosystem will benefit. The theatrical economics has to be right. Theatres have tied up with malls and are paying higher rentals. As a result, they need to earn by hiking up the rates of snacks and tickets. Meanwhile, the audience always has the option to catch the film on OTT. They are not ready to watch below-average content on higher ticket prices. Sadly, 90% of the content in today’s times is below average. They argue that why should they pay a bomb to watch such films? This further draws them away from the big screen. This probably can be resolved with reasonable ticket pricing and a regular flow of content. In 2018-19, it was the small and mid-sized films that flourished like Badhaai Ho, Andhandhun, Article 15, etc. These films were expected to collect in the range of Rs. 30-40 crores. But they ended up collecting Rs. 70 crores and in some cases, even more than Rs. 100 crores. Such movies need to be priced averagely. You can’t sell its tickets for Rs. 500. That can be charged for tent-pole films but then there are not more than 10 such films.
I always give the example of cricket. The slog overs do matter and in the case of cinema, these are the tentpole films. But it is the middle overs (that is, mid-sized films) which are crucial. This is when the players need to score 4s and 6s.
Will we ever see a day of Rs. 100 ticket pricing so that the moviegoing experience becomes affordable for the common man? It is possible. It has been implemented during Cinema Days though its effect has now diminished. Also, it should not be held blindly. It should be backed by content which will cater to the audience paying for discounted tickets. In my understanding, it is the regional economics which should derive such pricing. What is stopping such offers in specific regions for a specific day, like say Indore Cinema Day or Bhopal Cinema Day?
In the pre-pandemic era, the attitude of the moviegoer was different. They would turn up to watch any film every week as they were habituated. Now, moviegoers scan the film minutely before watching it. They ask, ‘Is it worth it? Aren’t the ticket rates too high? Will the film be out on OTT soon?’ We need to re-cultivate the habit of the audience of coming to the theatres.
As I said earlier, the more theatres benefit, the more the industry will flourish. More productions will be greenlit, more content will be made. Even allied industries like printing, F&B etc, will benefit. Direct commissioning of films on OTT will also increase.
Meanwhile, the cinemas need to understand that it's not a good idea to promote OTT platforms in cinemas. They might get 2x or 3x the rates for these ads. But when a patron buys a ticket for Rs. 500 or Rs. 1000 and sees an ad stating the OTT subscription is available for Rs. 99 or Rs. 199 per month, the theatres are simply hurting themselves.
From an industry-builder’s point of view: Do you believe stars and studios need to actively invest in cinema infrastructure in underserved regions to expand theatrical reach? There are certain places where there’s no theatre for miles. Whenever I visit Mahabaleshwar-Panchgani, I always wonder where its residents watch films on the big screen? The nearest cinema hall is in Wai, which is 30 kms away… We have seen Aamir Khan, Shah Rukh Khan and John Abraham talking about it. If they or other prominent celebrities come on board with a particular chain and become its brand ambassadors, then nothing like it. It’ll be much better as they’ll understand the ecosystem of cinemas minutely and the taste of the audience. This will help them select and make films accordingly.
Bhai ko, behen ko… Dushman ko, Yaar ko… And of course, apne Pyaar ko… Kal Jawan dikhaaiyega! Chacha-Chachi, Phoopha-Phoophi, Maama-Maami… Yaani Poore Parivaar ko. Sab ke liye ek ke saath ek free ticket!!!
Toh kal se… Parivaar, yaar aur pyaar… Just Buy 1 ticket and get the… pic.twitter.com/Qr9gI4ihcO
— Shah Rukh Khan (@iamsrk) September 27, 2023
With the rise of social media chatter and peer-led opinions, has the traditional influence of film critics and reviews on box office performance diminished? Also, there has been a growing chatter around box office credibility. Is the industry, in trying to create perception, risking long-term damage to its own credibility and sustainability? Yes. I believe that the audience is no longer taking reviews and box office numbers seriously. It has become a marketing tool. The more the industry uses these tactics, the more ineffective it becomes. A critic giving a dishonest review may take money and give a mild or positive review to a poorly made film. The audience will trust his review, go for the movie, get disappointed and wonder, ‘Isne toh bola acchi film hai?’. This way, you can fool the audience once or twice but after that, they’ll lose the trust. They now trust the reviews of a friend or a family member more than the actual critics. I saw that happening with Sitaare Zameen Par as well.
Meanwhile, the audience is bombarded with advance ticket numbers and news of the film collecting Rs. 100 crores. It might tempt the audience to watch the film. But when they go to the theatre and see that the audi is empty, and on top of that when the content is poor, they feel cheated. This promotional tool has gone on for years and now the audience laughs at it. It's also common to see fans of a particular actor posting how the show of a rival actor’s film was full or almost full on BookMyShow. But when they went to watch it, there were a handful of patrons inside.
What are your views on the Buy One Get One Ticket free offer, popularly called BOGO? Does it result in success at the box office for a film? It was a tool used to pull a section of the audience to cinemas, the one which was in two minds. The idea was that the greater number of people watch a film, the more they’ll talk about it and it’ll further attract an additional higher number of moviegoers to cinemas for that particular film. Again, this tool has also backfired. Now the perception is that ‘Film bakwaas hogi; isliye ek pe ek ticket de rahe hai’. Excessive use of anything, that is not in the right spirit, nullifies its USP.
To give you an example, there was a producer who asked the ticketing app to issue BOGO coupons worth Rs. 10 lakhs. Despite getting a free ticket for every ticket, the film failed to get enough audience and the coupons worth Rs. 10 lakhs didn’t even get fully consumed!
A film like Jawan implemented BOGO in its sixth week. Do you think that it makes sense to have the offer just weeks before its OTT premiere? It can tempt that section of the audience, which is waiting for its digital release, to catch the film in cinemas instead. Yes. By the fifth or sixth week, the film has already proved its mettle. It is at the end of its run. If that is when BOGO is implemented, it would be a fair strategy. Again, it depends on the content.
Also Read: Shah Rukh Khan visits sets of Aamir Khan starrer Sitaare Zameen Par, shares iconic moments with cast
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