When the audience can watch song promos multiple times on their mobile phones, it’s only the trailer or positive word-of-mouth (i.e the film itself) that will sell tickets at the box office. The music worked, there was a chartbuster too, but it’s not helping multiplex films anymore. Not only did it not generate any excitement, but the film looked quite boring and dull from the promos. The response was extremely mixed, more on the negative side. The problem was the theatrical trailer itself. ‘Kapoor & Sons’ from the same banner, showed growth of 13% on the day when the India vs Pakistan World T20 match took place. The growth was missing and even though the dent in business was due to the cricket match – it shouldn’t be an excuse for the film under-performing. The first major release of 2017, Ok Jaanu, has flopped at the domestic box office.
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