Bollywood Makers have come up with a new marketing technique which further adds to the loss of the films. Ticket sales for the EID releases, Bade Miyan Chote Miyan and Maidaan, have plummeted drastically, leading the producers to acknowledge the necessity of taking drastic actions in dire circumstances. In a final attempt to turn the tide, they have introduced a ‘Buy-One-Get-One’ offer on Sundays. This move is reminiscent of strategies other movies such as “Crew” and “Teri Baaton Mein Aisa Uljhaa Jiya” adopted in response to underwhelming box office numbers.
It is comprehensible for smaller films to employ such strategies; however, it becomes more dubious when big-budget movies featuring renowned actors like Akshay Kumar and Ajay Devgn resort to such tactics. By offering free tickets on the initial weekend, the filmmakers are diminishing the value of their films, the stature of their heroes, and their stardom. Although giving away complimentary tickets may appear as a convenient solution, it can ultimately portray the movie as desperate and harm the industry’s reputation.
It is undeniable that discounts alone cannot redeem a poorly made-movie. Nowadays, audiences are discerning and can easily detect when they are being offered something unworthy of their time and attention. While promotions like ‘Buy-One-Get-One’ may increase ticket sales, they must be executed relatively to avoid appearing deceitful. Ultimately, such marketing tactics are merely strategies to draw in viewers. However, if the film fails to meet expectations, no promotional efforts can rescue it. This situation only compounds the challenges producers face, possibly exacerbating their difficulties.
