Bollywood in particular, the Indian film industry, is struggling with a crisis of legitimacy.
The use of questionable marketing strategies is concerning trade experts and seasoned business professionals. The prevalent practice of using Buy-One-Get-One (BOGO) ticket offers and the increasing number of paid social media influencers are the two practices that are most concerning.
The BOGO Puzzle
There has been a concerning shift away from conventional tactics with the introduction of BOGO ticket offers during the first weekend of film releases. These kinds of deals used to be a desperate attempt to get attention to films that weren’t doing well weeks after they were released. Nevertheless, well-known recent releases including “Teri Baaton Mein Uljha Jiya,” “Bade Miyan Chote Miyan,” and “Maidaan” have all turned to these strategies, raising questions about their efficacy and potential harm to the industry’s reputation.
The Effect on Performance at the Box OfficeIt’s thought that depending so heavily on BOGO deals is a desperate attempt to boost ticket sales. However, these strategies fall short of long-term success. Expert trade analyst Komal Nahta noted that making these proposals right away shows a lack of faith in the movie’s potential. Additionally, it calls into question the legitimacy of box office results. This is because the producers themselves fund a percentage of the earnings, which distorts the actual financial success of a film.
Moreover, these marketing tactics are also being used in the digital realm due to the sharp rise in sponsored social media reviews. These evaluations are perceived as just another desperate attempt to increase internet interaction, and they are sometimes purchased for $150 to $750 per post. However, because it calls into question the veracity of the reviews and the films they support, this type of promotion has fostered a great deal of scepticism and mistrust among viewers.
The Phenomenon of “Samosa Critics”Paid influencers, sometimes mockingly called “samosa critics,” are used in the social media sphere to promote films and occasionally even cause harm to others. Depending on the influencers involved, the cost of these services can range from about $150 to over $750 each post. This type of advertising, which frequently entails a full-fledged promotional blitz that costs more than $2400, has caused viewers to become increasingly sceptical and untrusting.
The Intentional Repercussions
Experienced distributor Raj Bansal brought attention to yet another unforeseen effect of these BOGO offers. They train people to postpone going to the movies in expectation of these deals, which affects a movie’s first-week box office performance. These days, people usually wait out the first few days in the hopes that, should initial collections fail, BOGO offers will eventually surface. The beginning strength of a movie suffers from this waiting game, according to Bansal.
Other Marketing Techniques
Still, there might be more successful alternative marketing approaches without the drawbacks of giving away free tickets. Himesh Mankad, a trade analyst, recommended that ticket prices be set flat. Lowering the price of tickets uniformly, especially during off-peak hours, may contribute to the development of a more dependable audience. This strategy would be less dishonest and more direct because the producers wouldn’t have to pay for it out of their own pockets.
Regaining the Credibility of Bollywood
More openness and honesty in movie marketing and promotion are being demanded by stakeholders as Bollywood makes its way through these turbulent times. The industry is at a crossroads, and how well it adapts and regains the trust of Indian audiences may determine how successful it is in the future