Can Bollywood get over its cliches of promotion and marketing?
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It seems magical. 2009, the year that it was, bleeding, bruised and disrobed of its rightful honour till few weeks before end, had a fabulous run in the slog overs like the Indian cricket team. Saving the best for the last. But it came with a pinch of the worst too. How?
It’s almost become such a sort of an anthem that it now even sounds clichéd to say “All is Well with Bollywood”. There couldn’t have been a better end for a year, definitely not for a bad year that it was. And the dream run has seemingly just flown into 2010. The New Year is yet to unfold with and for its big flicks. But the two small-budget films have given early signs. Two slick flicks on day one, wow! Have heard Raat Gayi Baat Gayi is intelligent. So have I also heard aboutNatrang. I’m planning to watch both, this weekend. Sadly though, most of our Indian folks would never get to hear about either of these movies. Small budget. Hard luck!!!
Yes, that is what makes us the Idiot audiences of India. Please go on. There’s more to it, in here.
In one of my older textbooks on advertising and marketing I had read – “doing business without advertising is like winking at a girl in the dark. Only you know what you are doing. Nobody else does.” It cannot get truer than this for filmmakers with a shoestring budget but clear vision. Yet, they often succeed to make good films. Thankfully, we Idiotsare so humongously populated that even 0.5 percent of us makes 6 million (of us), good enough to help small but good films survive.
But, if you have good money and plenty of it, any crap with even very little substance can not just survive but actually thrive. Now, please don’t give me wrong examples like a Blue or so asking why they didn’t. You know the answer better. They only had money and nothing else to show in the movie in order to take the Idiots for granted and for a ride.
What hurts is the way poor spenders are taken for granted, if calling it “taken for ride” sounds harsh. Without any malice toward anyone, my reference here is to 3 Idiots.
Saying that Raju has made yet another fantabulous film, taking us into a different comfort zone with 3 Idiots, I won’t be doing anything new. For the third time in a row he has given us a flick which makes us believe and wonder that simple can still be so good and vice versa. Reminds me of Hrishikesh da, minus his modest props in the backdrop. There is this goodness to Raju’s craft that nobody else masters better at this moment. Vinod Chopra has been the common factor along with him in all three. For the beginners, I am referring to the earlier two Munnabhai success stories.
However, the downside of Raju’s craft has also been prominently noted this time in the shape of his tendency to easy swap and flight between the reasonable and unreasonable, as per his convenience. This time, while he has again done a genuine comedy and satire, the references to clichés are also more than ever in any of his films. 3 Idiots is different from the earlier two because it tries to accommodate almost everything under the sun in less than 3 hours and easily oscillates between simple and a little slapstick kinda stuff. Yet, nothing less than 4 stars to 3 Idiots.
The reason I have started believing of ourselves as idiots started with the first promotions of 3 Idiots. It is not that we were not or, not treated as or, did not recognize of ourselves being idiots earlier. But, this time, they called us so in the open, staring in our eyes and we gladly took pride in it. The entire marketing gimmick of 3 Idiots has been too slapstick, insensitive and insulting. Nobody took it otherwise though. My question is had we taken it with the same ease if it weren’t for the Perfectionist (read Aamir) at it again.
Mid-November I was back to Mumbai after a brief tour and what I saw at the back of hundreds of autorickshaws was humiliating. I also prefer autorickshaws or a cab better for short distances given the Mumbai traffic. However, on one such instance, having reached the destination and paid the auto driver as it went past me, the realization was humiliating. I had just been termed an Idiot. Most of the autorickshaws had stickers behind them reading “Capacity: 3 Idiots”.
Next in line was the weird and bizarre PR campaign on TV with Aamir himself acting buffoon and roaming places. Our cash-starved poor news channels indulging into all sorts of crap and slapstick PR content took it to another level with 3 Idiots. Jai Ho!
Everyday, news channels would announce that Aamir is out to some city, some land, some place in search of long lost friends and kin and, not surprisingly, in a guise. He left a clue or two and threw names of cricketing legends Sachin and Sourav, among others. The latter received and read out letters too, supposedly sent by Aamir. Only later to find out, on TV itself, that Aamir had met some unsuspecting fellows (read Idiots), talked with them, ate together, searched for his long lost family members and so on. All in disguise. On camera. And people not suspecting it was Aamir himself. I was amused to think if the media design and strategy was making Idiots out of those so-called unsuspecting fellow or, treating the entire Indian audience on TV as Idiots? If Aamir was in disguise and reaching out like a commoner for promotion, how was he never away from camera? And, if he travelled all along with camera, either the media designers were trying to prove that people on ground were fools or, those who followed his entire itinerary on TV were bigger fools. Undoubtedly, they were trying to fool all the different people at different times. With ease. With the celebrity-hungry masses, sabkuchh chalta hai (take it easy, it’s fine)!
But, how does media go on to lick its own spit every time? The same actor who thrashed, abused, neglected and even went on to rip the media apart on several occasions to the extent of getting physical is hailed by the media right before the release of each of his films. We saw him sitting on protests with Rang De Basanti and leading to controversies. He was visiting places of children’s interests with Taare Zameen Par. Ghazini got a barber out of him. 3 Idiots got the idiot out of him and of us. Media is not to blame for this all. Any news related to big stars sells. And, there are no permanent enemies or friends in the marketplace. Many more Raat Gayi Baat Gayi’s can come and go. How does that matter?
Move on. The latest chapter in the book of 3 Idiots is the spat between the storyteller Chetan Bhagat and the producers. The entire 3 Idiots team and Chetan are now on confrontational terms and on the first day of 2010 we saw footages of the film crew lambasting at a Press Meet. It was bit ugly. But tolerable!
The issue is the charge by Chetan that he was not given due credit in the film, appearing only at the end credit, that too in an unceremonious manner. That was bad. He deserved and must have got a place in the main credits. But, perhaps he didn’t know the business of deciding such details when entering into the contract. As for his charge of the story being abused as per filmmaker’s convenience, I would side with the Director and Producer. Chetan wrote the novel. But, the film was theirs and the writer should not expect the entire book to go into the film as it is. Film is a Director’s medium and s/he is free to cook a story for its cinematographic adaptation. If Chetan was so concerned about his story and the credit, he should have decided all the terms in advance. Given his experience in the market, I am tempted to think he must be well-conversant with all such clauses related to IPR, editing and presentation after so many of them with his publishers by now.
We can see the contrast in how Danny Boyle treated Vikas Swarup the Author even even though Slumdog Millionnairewas quite different from the book. Simon Beaufoy won the Best Adapted Screenplay and said without Swarup there would have been no movie and no awards. Swarup was credited for the novel and went up on stage at the Oscars. Vishal Bhardwaj dedicated a clear credit to Othello which actually became Omkara‘s USP. I am sure, 3 Idiots would not have been such a rage and success without a Five Point Someone.
My only apprehension is that it should not be a part of the deliberate media strategy and plan of 3 Idiots’ media designers. To create some unwarranted controversies and generate attention. If not so, why was 1st January with long weekends selected as a date for again erupting this controversy? Probably to exploit the full potential of the second week for the film which is already receiving overwhelming appreciation.
Yes, my only plea is to request the media designers to not to go overboard. The audience doesn’t remain as Idiotanymore. Had the audience been so idiot to take every crap easily, 2009 wouldn’t have seen so many flops.
A good film will succeed on its own merit. Right promotion, positioning, right-sizing and marketing will help it exploit to the fullest.
Dear filmmakers, we should be aware of these media designers who tempt us to create such unnecessary sensationalism lest we start losing credibility. Let’s stop taking the audience as pure commodities without their senses intact, high time.
When we have such a good film like 3 Idiots, let’s try to ask the audience to watch it for their intelligence and not because they are intimidated. Intelligence lasts. Good memories last. Raju’s films will everlast. Such idiotic controversies do not.
Did I sound too Idiotic? 
Anurag Kashyap
Abhay Deol
Dibakar Banerjee
Hansal Mehta
Khalid Mohamed
Kundan Shah
Rahul Dholakia
Anish Kuruvilla
Jaideep Varma
Manish Gupta
Navdeep Singh
Bhavani Iyer
D. Santosh
Onir
Ashvin Kumar
Ramu Ramanathan
Sudhir Mishra
Pankaj Advani
Revathy
Saurabh Shukla
Sachin Kundalkar
Shilpa Shukla
Sujoy Ghosh
Suparn Verma
Santosh Sivan
Shashank Ghosh
Shivajee
Pavan Kaul
Partho Sen-Gupta
Prroshant Naryannan
Sam Langoria
Satish Kasetty
Brilliant post. This got me tempted to read it again and also reading your older posts with interest. Keep it up Deepak.
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Thanks Crazy. I’m honoured
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I never thought what looked so idiotic could have been so shrewd… when getting the news of his travel to Varanasi, Kolkata and so on
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Often, your intelligence requires to look Idiot. Didn’t we hear be an idiot but not stupid
)
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I like this comparative perspective with Raat Gayi Baat Gayi and Natrang. But, don’t you think Deepak that even Chetan Bhagat may be equally motivated as Vidhu Vinod Chopra in this whole mess up?
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Totally in agreement. Chetan gains as much from this as VVC. But, the ethics are on Chetan’s side… so double gains for him. Let the money rain some more at VVC’s accounts
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Surprisingly, I can’t find much about Natrang. Have heard it is being liked and some people went on to watch it many times.
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Natrang is a Marathi film Crazy, running to full houses, not a hindi one.
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Yes Crazy. Thanks Numero. I also am getting updates on my FB from Atul Kulkarni’s account… Natrang is doing really very well. It is a regional film though.
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here’s my review of the movie natrang on PFC itself…
passionforcinema.com/natrang-an-artists-story/
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http://passionforcinema.com/natrang-an-artists-story/
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here’s d link
http://passionforcinema.com/natrang-an-artists-story/
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Thanks Rasik. Will help folks here. I’ve seen it and loved it. Keep it up
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I honestly feel that ur title is not matching the content…
On one hand u ask: “Can Bollywood get over its cliches of promotion and marketing?”… On the other, u discard the 3 IDIOTS marketing which was obviously different from anything done till now… I think AAMIR’S India-trip may have been for publicity, but it still was an absolute fresh idea… And u did cover points about Sachin and Sourav, but forgot Ramdas (or was that the name of the Varanasi auto driver who read the 2nd clue) or even those small weaving industry ppl in some village… I feel there was a good side to it too…
No offence, but I jus find 3 IDIOTS marketing very innovative… And honestly, don;t think that Chetan Bhagat controversy could be fabricated (here its purely my opinion) since all the ppl involved here wouldn;t bring disrepute to a brand already getting respected everywhere… Who’s right and whose wrong is a very subjective matter, but it just doesn;t look like makers of consistent blockbusters have to stoop down as much, that too, esp when the film has opened to historic collections… If the film hadn;t opened well, may be, the allegations could have ground…
As for Aamir’s disguise and ppl not recognising him, and ofcourse about the cameras around, if u;d notice, they are all handycam footage… U can find a lot of tourists holding a small sony handycam shooting a place… Nevertheless, may be he may have been recognised somewhere and they wouldn;t have preferred showing that bit… But why shud they be so morally or ethically right here?? Its jus a promotion tour…
But I agree with your thoughts about INdian audience not coming out to support good small films, and hoard crazy blunders in the name of film making made for 50 and 100 crores! But again, things are changing over time… After buring hands in 2009, most of the big companies have become very cautious now with the subjects and scripts… So its a healthy change…
Overall, interesting article though…
Cheers,
Manish
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The post had a different original title and flavour but the PFC editors preferred it to be re-touched and titled in order to avoid a fatigue due to too much of 3 Idiots.
You would appreciate, and as written in an earlier comment, this is a take on the marketing and promotion tactics of Bollywood with 3 Idiots in the context. So, I found a suitable title and did a touch-up with the content. Please bear with the mismatch. Hope to find more suiting titles in future
Again, in one of my earlier comments I also wrote – “they were innovative in designing Aamir’s itinerary”. So, yes, the innovation was a welcome thing.
In this mention of his itinerary, I wanted to incorporate more names and details but the length was already bit too much and managed with just the two Cricketers’ names. For the simple reason, you know celebrities do not come for free to be part of an endorsement if you are not an Aamir Khan. Maybe they could have have been paid. But, no, this much friends do for each other. But, it was an innovative part of their strategy.
Yet, I cannot believe it was so simple with just a handycam. Even if the footage belonged to the handycam, the TV coverages were near simultaneous. Trust me for this. Can find out the exact answer to this by either calling up friends in channels or in their agency. However, that’s not the point. Stronger point was the same media licks its own spit which otherwise spits venom against Aamir. And, Aamir has done everything to show the media its worth at every single occasion, except for the timing of his films’ release when he goes overboard enticing and obliging them. Marriage of convenience :yahoo:
Now to Chetan and VVC spat, from Chetan’s perspective, I’m as much convinced of the plot behind the scenes as much I am not. Maybe Chetan is part of the conspiracy, even if partially. Maybe he was at least taken into confidence. Maybe not.
But, there surely is a conspiracy from the Producer’s side. It was a deliberate attempt. An Obscurely Conspicuous attempt. Yes, I agree, the film had a great opening. It is a genuine Raju Hirani’s typical entertainer. And, it surely had the signs of being a big winner. Without any second thoughts. Everyone knew it was going to become a rage on day one.
But, who doesn’t like a little more of success, profit and gains. If this controversy just before the beginning of second week (and mind it, long weekends) could take an already successful film to yet another level, why not. If it required to hatch one of India’s bestselling authors, let it be. Time heals everything. Money is even bigger healer. Of the additional millions they make with this controversy, little can be parted to settle all accounts “amicably”
For now, those who have read the book would like to make sure they watch the movie.
And, those who watched the movie but not read the novel yet, Vidhu Vinod Chopra himself told them the other day to shut up and called them nonsense. How come one could have not read the novel and just watched the movie. VVC is helping Chetan too. Both make merry
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The movie footage was on handycam and then they were uploaded onto Aamir’s facebook page (check out Pucca Idiot) – the media gets it from there. I’m sure the makers would also have sent the footage to all tel channels simultaneously for it to be used. Clever, I say. Nothing wrong with it.
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It mustn’t have been as simple as it looks at the face of it. Yes, nothing wrong but makes one feel idiotic of himself/herself
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Isn’t that a personal thing? Feeling idiotic about oneself? For instance, I did not.
Btw, why dont you think shooting on a handycam and then either sending it to a mailing list or uploading on FB is not plausible? Seems a very simple thing to do.
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Yes Kic, this was purely personal as how it made me feel. Not everyone might have felt the same, with some more on my side though.
Coming to the video quality and timing, you can safely say it was not something uploaded on FB or so. Further, the actual timing between the footages and coverage too go on to tell us it couldn’t have been as simple.
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Why not? Is there any constraint on the quality of films that can uploaded on FB? Or those than can be sent to media houses by email? As far as I remember, the footage on television lagged the actual incidents by atleast a day – enough time in this day and age to make sure that the right people have the images. Yes, you need to be well organised ..and they evidently are.
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Oh yes, one more thing. Is there any basis for your conclusion that more people feel as you feel on the marketing issue? Or is that a personal feeling as well?
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Yes Kic, you better checked about the quality and length of footage one could just upload on these free sites e.g. youtube, FB etc. Even going by the point that they were shot by 3I entourage and then reached the media, then too, it mustn’t have been a case of simple spreading like that. It was very thoughtfully managed and shared with them under the media plan.
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Kic, this marketing thing was not at all personal and you have huge evidence by now that a majority belives it was all stage-managed. And, other tools, ovr-the-top, and repulsive to some extent.
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Well, all the clips are there on FB ..so, that shows that it can be loaded there. I am not sure what your point is.
As for whether it was planned by the 3I team (simultaneous distribution) – of course it was. They would be silly not to do so after going to all that trouble of getting AK into a disguise etc, wouldn’t they? I dont see a problem with that. Smart marketing.
Btw, where is the huge evidence that a majority feels that these were stage managed?
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Yes, the clips are there on FB and so many other sites. But, the point to be driven home is that its not as simple as it made to appear on tv… that they shot it on handycam and then just distributed to the channels or, worse still, channels just found these footages out. There some degree of simultaneity in the footages and the tv guys’ reaching these spots… well laid out plan. Sounds really good and intelligent. But, the more simultaneous it was, the more disturbing to realize how the media designers made fools of different people at different times. The point is good that it was highly innovative. But, a closer look brings out the desperation hidden beneath.
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Of course, in a planned marketing strategy, there will be simultaneous telecast because the images will be sent to television channles simultaneously.
The simultaneous telecast in fact sort of implies that it cannot be the television cameras on the spot – because that would mean that all television channels had their reporters and OB vans all at one place – which would make it extremely unviable to run such an operation and expect to get away with it. Someone would have blown the lid on it – coz that would have been an even bigger story than the disguises themselves.
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Of course Kic, thats what. I also hinted at a near simultaneous coverage by one channel along with the footages possibly given by 3I team, followed by other channels. A channel is not required to ferry its OB van for this kind of coverage. Just 2 guys and one camera can do the job.
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Well, it wouldnt have been marketing if it was not telecast, would it? Too much effort to reach only the 20-30 ppl he would meet. I dont see anything wrong with the fact that the telecast was planned.
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You are utterly mistaken. Where is it said that it should not have been telecast or that it should not have been planned? The problem pointed is with the way it was planned and executed. You may like to re-read and then comment instead of pure “rambling” as somebody out to defend anything and everything associated with 3I. No one’s purpose here is assassination of anything related to 3I. An admirer should be capable enough to handle the right appreciation. And, an appreciation doesn’t mean eulogy the way you have been doing. Learn to see things in perspective.
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a) planning Aamir’s travel etc in disguise is not wrong.
b) Shooting it is not wrong.
c) Simultaneous telecast is not wrong (though in your earlier post you seemed to have issues with this)
Then what is this “way it has been done is wrong” stuff? What is wrong? Or what “way it was done” is wrong?
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If they were allowed, they could have taken all Whales, Sharks and Dolphins out of oceans, killed them and hung in billboards to promote the total flop like Blue.
Bollywood can do anything for promotion. Most of them are going nuts.
Not morally or ethically right but concealing substantial info and presenting it for convenience is bad too. If Chetan is not in any deal with Vidhu Vinod Chopra and not earning anything for adding fuel to this fire, he is proving himself stupid. Only an amateur can leave to the producers to decide the credit and then react a week after the film is released. What was he waiting for? Certainly an author with so many published books cannot take the IPR issues so easily. Furhter, as he must be aware that this controversy will benefit VVC, if he is not earning for adding ghee in the fire, he is a only a five-pointer :rofl:
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Agreed otherwise Gulal or Manorma Six Feet under should have done much better
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@Numero: This post is not a review on 3 Idiots but a take on their media and marketing designers who deliberately and very shrewdly termed the entire Target Audience “IDIOTS”. To my surprise, not only did the audiences took it easily but many people went on to take pride in being termed as Idiots.
Regardless of all sorts of the reviews the film has attracted, I’ll call it a typical of Hirani and genuine entertainer. At times he goes overboard but, who doesn’t?
The post is about the ingenuity of their media designers. They were innovative in designing Aamir’s itinerary which was extremely idiotic and irritating if you think from a rational mind. The latest controversy in the face of spat with Chetan Bhagat and Aamir also attacking the salvo is much hyped and cliched. They got us all talking, all to the benefit of 3I. Also to Chetan to quite an extent.
But, the question remains – did we really need to think of and recognize ourselves as idiots to help the film become an overnight hit? In my opinion, the answer is NO.
The masses embraced or, at least tolerated, the concept of considering themselves as Idiots probably because it helped them to identify themselves with Aamir Khan.
Their media team’s strategy worked for several reasons – Chetan, 5PS and Aamir. But, risking such a notion and playing with this kind of idea may not always yield dividends. Really high time.
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Chetan bhagat sells more books and VVC makes more money as people grow more inquisitive. So in the end “All is well”!
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Right. And, I like Numero Uno’s point too that if he is not part of behind-the-scene dealings, he is proving himself again
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@Numero Uno: hahaha… to promote a dud like BLUE, they could have taken whales, sharks and dolphins out of oceans and hung on billboards… I must call it the height of funniest imagination…. hahaha :yahoo:
Can’t blame but yes, I share the idea that there must be something concrete behind the scene.
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@Manish: small-budget films are undoubtedly catching up and have a long way to go. But, there also, I think this is heading for a boom to be later followed by a bust (more like IT sector ten years back) and then only it will settle down. Long way. But a sure way. People with substance and long-term vision will come out strong. Late entrants with myopic commercial greed will burn fingers.
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hoho haha.. whales, sharks & dolphins out of ocean to promote BLUE… the best comedy I could ever come across. Thankfully, these innocent water creatures were saved from dying in vain as Blue was a crap and could not get enough viewers even on TV. If BLUE were a good film like 3 Idiot, then I don’t know what example you could give for promotion of this “Blue” film … hahahaha
Numero, now don’t come with an example of Philips making radios with Himesh’s cut-out. The radio listenership may really come down crashing.. I’ll die of laughing..
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I dont see a problem with the marketing. On the contrary, I thought it was clever & spot on with the theme of the movie.
I am surprised you were offended at the signs on autorickshaws. You probably missed out that the makers were, right from the beginning, communicating that they have used the term “Idiot” in a positive sense (one who treads away from the beaten path / convention) – so, what is wrong in being equated with that?
As for Aamir’s disappearing act, did you not find it innovative? In tune with what happens in the movie? What is there to be offended about? Ok, you may not have been interested but can you deny that a majority of people would have been interested in knowing what he was upto? So why blame the media for covering it?
As for how the images got to the media, I posted above as well – they were shot on a handycam (he was travelling with a small entourage) and then uploaded on his facebook page – anyone can download it from there – and you can rest assured that all journalists covering cinema would have signed onto that page. It is also not unreasonable to expect that the makers would have sent the images across to the channels – after all, that is why it was being done, right?
The small film makers have to take a call …do they just want to have their film do well on “word of mouth” basis or do they want to make sure that people are aware about the movie’s and what it is all about.
Why is 3 Idiots’ marketing strategy any more of a gimmick that the “lust line” opened up before the release of Dev D?
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Hi Deepak,
Congratulations for such a refreshing post! You’ve caught the bull by its horn. Even I was completely repelled by Aamir’s over-the-top marketing…to the extent of deciding not to watch the movie. I finally bowed down by sheer word-of-mouth and caught the movie on its 5th day.
The core point being, please don’t stoop so low Aamir. Who doesn’t wants to milk as much money as he can? But please don’t treat your audience like crap.
The other point being jacking up the multiplex rates for any good movie. This is sheer blackmail or more like ripping apart the audience as much as you can. The normal ticket rates were up by 25% – 50%. Early morning shows priced at Rs. 70 were straightaway hiked up to Rs. 180 for 3 Idiots. This attitude sucks!
Why should I be idiotic enough to blow 1000 bucks on 3 idiots? This coming from the principled trio of VVC, Hirani and Aamir. I finally caught the movie on a single screen (though even they weren’t too far behind in jacking up their rates as well). These guys preach Gandhigiri and All is well through their movies, but don’t spare the slightest of opportunity to rip apart their audience. The makers could’ve put their foot down and asked the multiplexes to retain all the rates as-is. But then trust all the sugar-coated principles and values to be meant for just the screen.
No matter how much I love his movies, I hate Aamir for his I-ME-MYSELF approach to his movies.
And Deepak, as you rightly indicated, atleast leave the poor, they needy and the children away from from your selfish marketing gimmicks. You never know, even this Chetan Bhagat controversy could be stage managed and could actually be a part of the original contract. Chetan to blog and create controversy in the second week!!!!
Isn’t it a win-win situation for all? Not only it propels the movie, it revives the interest in FPS as well.
Best Regards
Himanshu
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Why should multiplexes or single screen theatres or film makers not charge what they believe they can get for their movies? Is a film an essential commodity? If anyone feels that a movie is not worth a particular amount, he/she should not watch it (surely it cannot alter your life) and wait for it to come out on DVD or – better still – television. Simple. Will you tell your employer when you get a raise “no, i dont think i should get this much ..so, i’ll take only half the money”? Why hold these people to higher standards?
How much of that Rs200 goes to a film maker’s pockets? Or to the multiplex owners? If the government feels that a movie should be accessible to more people, it should waive the entertainment tax – tx prices will automatically come down. Otherwise, these multiplexes and distributors lose a lot of money on sad movies through the year – they have to recover all of those somewhere, dont they?
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This is not just recovery mate! This is greed.
Well, I agree that nothing at all wrong with greed and admit that all of us work for ‘something more’. But this is about principles.
Yeah….i admit once again that Principles and business acumen don’t exactly gel together. But 3 Idiots was more like a monopoly situation.
Why do we then make so much hue and cry when Petrol prices go up by Rs. 2? Why can’t we take public transport?
3 Idiots was no doubt a biggie. Plus it was vacation times. People would’ve still flocked to theatres even if the movie was priced at Rs. 300. But spare a thought to all the middle class parents who would’ve planned it for their kids –
a. Either, they would’ve bought the high priced tickets and made other essential adjustments/compromises on their regular monthly budget
b. Or not bought the tickets and made some excuse to their children and caught it on single screens. Not that single screens are something to feel ashamed of. But it definitely did leave a bitter taste (of not being able to catch it where they originally wanted to).
If nothing, it would’ve earned the makers tons of respect. They might’ve made some 10-20 crore less. But gained tremendous reputation and good will. Just like the McDonalds strategy of not increasing their prices of burgers starting at Rs. 25….despite significant inflation of raw materials. WOW! I am loving it!
Best Regards
Himanshu
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Firstly let us assume that the makers would have gained reputation & goodwill. But then that should be a choice left to them, shouldn’t it? Nor should they be judged on their choice.
Secondly, do the makers decide the tx prices or the distributors / exhibitors? The latter do need to recover from the duds they were subject to through the year, dont they? And would it be fair on the makers’ part to use their clout to arm twist the exhibitors just so that they can gain some goodwill or reputation?
Finally, I come back to my original point. A film (or watching a film) is not an essential commodity. The decision that a person has to make here is the same as that of whether to go to a high end restaurant or not or whether to buy coffee priced at Rs60-100/cup or not. Those who are able to afford it will watch. Those who feel it is very important will find ways to afford the same. The others will wait for other options to open up. It may sound harsh but that is just the way it is. If cinema is to be considered something that has to be accessible to everyone, the government should do something about it – maybe move to lower taxes or set up a chain or subsidised screens or any other solution. To put the onus of that on film-makers or distributors is not fair in my view.
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Do you mean that if (apparently, as you sound) the government is plundering the aam junta and we have an opportunity to be a part if that then why not? By your second example Kic, it appears, if the rich people can buy all land of the world, then so it be, let the poor explore a desert, forests or even another planet. To hell with them. We can afford to pay for the earth so, lets monopolise that.
This is disastrous buddy
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I’m sorry where did I say that the govt is plundering the junta? I merely said that the govt taxes cinema at high rates – indicating that they do not consider this an essential commodity. I agree with that view.
Seriously, how can you compare land with films? Land to live on, work, cultivate etc is essential. However, even with land, there is no ceiling on pricing. Can anyone go and demand as a matter of right that a builder keeps his prices low? So, how does the govt tackle the problem of housing for the poor? By setting up low cost housing on its own (MHADA etc) or by incentivising private builders to build low cost housing. IF they feel a similar need for films, they should do something similar rather than putting the onus on the film maker or distributor – who is also running a business.
Finally, films are not a monopoly. Each film competes with multiple other films. Each theatre competes with multiple other theatres. Cant see where you are coming from.
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Entertainment is, has been and will remain an essential need of everyone’s lives. Just going up the financial ladder, you cannot disregard the little less privileged citizens from their right to entertainment. Entertainment, sports and such activities are not only necessary for individuals in their own rights but, also for the overall productivity of people at whatever work they may be into – workers, office-goers, housewives, school-kids, youth… all.
Nobody stops anyone from creating a premium product with a premium pricing. You have luxury and 5-star hotels, restaurants, business class airlines, palace on wheels trains and so on. But, that doesn’t mean that because due to high demands you got enough consumers to pay luxury-like prices for non-luxury products/services, it becomes ethical and alright to do so.
This is what left us in the middle of recession and we have not yet fully recovered from this.
You are fine that if people are willing to pay, let’s have more of luxury and lounge multiplexes. But, not just that the demand is high, you charge a luxury-like premium on non-luxury items. High time.
Market forces are big equalizers. It takes very little for such forces to take anything from demand to doom.
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Well if it is such an essential commodity, the govt should just remove entertainment tax or set up subsidised avenues for telecast – tx prices would come down automatically. Putting the onus on the film maker or distributor is unfair, in my view, given that they are not provided a safety net if their product is a dud.
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Food is an essential commodity, house is and so is education and health… all are essential products or services we need for our dignified survival on this earth… and we have to pay taxes to avail all of these..
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Surely you are not that naive …
a) Agriculture is not taxed
b) Government hospitals provide free or extremely subsidised treatment plus mediclaim premium is deductible from tax – other hospitals set up by charitable societies, trusts or not for profit organisations are also tax exempt
c) Interest on education loans is tax exempt ..so are schools set up by charitable societies, trusts or not for profit organisations tax exempt
d) Both interest paid and principal component of housing loans are tax exempt
How you can even compare watching films with the above is beyond me.
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Of course, that much even a purely naive and bumpkin fellow would also know. All the subsidies and exemptions you point are parts of our lives how we plan our monthly and annual budgets, regardless of whatever we do. I can even tell you more on Acts and Schedules related to some of them.
But, there are direct taxes and there are indirect taxes and charges one has to pay. Most of the taxes related to Income Tax amount to Indirect Taxes. Direct Taxes do remain almost everywhere and in all spheres of our lives and existence.
Exemptions apart, someone has to shell out money on availing all of these things in the form of certain direct (or even indirect) taxes e.g. sales tax, service tax, FBT, octroi, CST, excise and so on. And, my dear friend, a closer look will reveal, even education or health are not spared. One form or another.
The point is you won’t die even without education like entertainment or sports. Of course, education is part of more primary needs of our lives. But, so is entertainment and sports. Just because there are enough of rich people who can afford these and you don’t require the less richer ones, it is sadistic to alienate them.
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a) Income tax is not an Indirect tax. It is a direct tax. There is no income tax on education or health (run as non profit organisations) or agriculture
b) There are indirect taxes, yes. But do you know that:
1. medical equipment imported by a hospital is exempt from customs duty
2. medicines are subject to excise duty of 4% against the normal excise duty of 8%
Do you have any such exemptions or relaxations for film exhibition or making?
The point is not there is NO taxation …the point is that essential servies are TAXED LESS. And rightly so. Films are not considered essential enough to be given tax concessions. Again, rightly so, in my view.
But, if you do believe that watching films is as important as education or health or food or other essential things, then the answer is for the government to step in and take steps rather than putting the onus on industry.
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Heck. What makes you think that you know more than everybody else and about everything. And, that everyone else other than you is throwing jargons? As far indirect and direct taxes are concerned, it still is a very contested and argued thing the world over. The point here is not indirect or direct taxes but, the existence of taxes in either of the two forms and whatever varied percentage (as you provide the figures). Yes, and on films too, govt grants exemptions and sometimes frees them of taxes after an initial run or even from day 1.
However, the simple point that remains is that it is utterly coercive to exploit the people just because they can pay.
Take a case, Even without internet and mobile you won’t die. And just because you can shell some extra money, your ISP and mobile operator double up the rates. You are very happy because it adds to your snob value. But the divide between you and the have nots is further widened.
What kind of a societry or social system are you aiming to live in?
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For instance again in your latest post “As far indirect and direct taxes are concerned, it still is a very contested and argued thing the world over” –
Is this a joke? I am sorry there is absolutely no confusion on what is a direct or indirect tax, leave alone whether income tax is direct or not. What is the worldwide contest or argument that you are talking about?
And when you yourself say that it is not about indirect or direct tax, why did you bring the whole direct/ indirect angle into the discussion, in the first place?
Anyway, leaving that aside, you are right in certain cases, the govt makes the films tax free and in those cases ticket prices do come down. Isn’t that exactly what I have been saying all this while. If the govt feels that a certain film merits tax free status because it deals with an important social or other topic, it should take steps to make sure that the film reaches more people. I find it strange that after all, you are throwing my own point back at me
I am not aiming at any specific social or societal system. Nor do I make a case for exploiting people. My point is that the onus to see that any exploitation does not happen should be on regulators or the government and not the industry (film or otherwise).
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The purpose of mentioning direct and indirect tax was to bring to notice that the government collects taxes from us in multiple ways. Of course, any naive person who knows that something like CBDT exists, would know Income tax being slotted under CBDT is a direct tax. The point why I said it was debated I can discus lest it does not divert us from the theme.
Back to the theme, as you point out, of course, it may sound similar to what you said. But it is not.
You put all responsibility and the entire onus on the government as the regulator and be happy. You, thus absolve the trade guys from all sins.
Of course films are not as essential as food but, still, as any sort of laundering in foodgrain trade is illegal, so is it in filmdom. The only thing is that this is one of the stray cases being highlighted in the recent weeks.
Let it gather more momentum. Of course, the regulator will need to intervene if the trade-guys do not get their acts right. More of such instances and regulation will have to be brought into picture.
Pity that as a marketer we have young guys who consider such laundering not just alright but in the right esteem. That they do not have any regard for ethics and only regulation. Such quickies help someone with an inventive mind to make quick bucks once but cannot be called alright.
If a precedent does not exist for something and a regulator has not come out with some code against a crime, it cannot be alright.
Even Hawala would not have been a crime till it was found out to be as a tool of eroding the economy.
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If films were just the means of recovery, it would not have been such a gamble. People with such a strong recovery focus should find other better avenues of investment and get recovery. Of course, they need to recover but at such costs ?
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Simple question – why should film making or film distribution / exhibition not be similar to any other business in terms of the returns sought on investment.
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Simple, films are a way different from other businesses. Here, the producers don’t have a residual value and are a pure gamble. They are made purely for passion or thanks to some disposable money with some people interested in fair gambling. Unlike the businessmen in most sectors, no filmmaker is sure of a film till it has actually made it. You may gain unprecedentedly. A futile effort can easily push you to the brink. Though intelligent people know how to recover but not everyone can recover here. So, if only recovery at all costs were a concern, they would better be investing in businesses and enterprises that create enough assets that last and have value unlike a film whose tapes don’t have any value after its flop.
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Precisely. The films have no residual value. It is a one time sale. Yet you want to cap what they are able to charge for them?
However, it still remains a business – high odds of failure or unpredictability do not make something non businesslike. That basic premise itself is flawed. The odds of failure are higher in something like drug discovery research – yet, that is a business and not some ethical activity done for charity.
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Films are also only as essential as firecrackers on Diwali or special occasions. The market is at a high and you can sell all the firecrackers at a 500% premium to only rich guys dying for more. So, let’s alienate the less richer guys who could have afforded them if the firecrackers were sold at their genuine prices. Let’s milk the market to as much as possible. Let it become accessible only to them who can bid & pay the highest prices for it. Others can enjoy watching it from a distance and the sound of it. Whatsay?
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You guys may be fine with it. You can pay. So does every writer/reader on this forum seem to be able to pay that, even if not very comfortable with high prices. Only Himanshu stood out as he mentions he watched it in a single-screen theater. So did I. It was not at all insulting to watch it in a single-screen theater. But, is with the step-motherly attitude to people like us. FIrst they made multiplexes. Then they made VIP lounge multiplexes. Methodically killed single screen theaters. And, now compelling us to wait for films to come on TV or DVD… I hav a serious objection to what you say. It sucks.
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The question that needs to answered is why are single screen theatres being killed? Common sense suggests that if someone raises prices so much people would go to places where prices are lower. Why would anyone want to pay more just like that?
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I just wish you were born before Karl Marx. He would have a wonderful benchmark for the best case studies.
Just said on a lighter note but, how true !!!
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Hey Rishita,
Thanks for your comments. Yeah….I stood out because I decided to put my foot down against the super-con job in motion!!! 3 Idiots is a cool movie….I am making good money in my job, my family deserves the best, quality time and all that jazz. BUT STILL – Somewhere, you need to draw a line. It is hard-earned money and if the idiots keep pushing me beyond a point, I’ll have to retaliate!
BTW, Kic and Singh Saab – Whoever said that the Single screens are dying? They’re back with a bang!
During our B-School days, we’ve studied about Break-even point. Even in market research, we keep doing these price sensitivity surveys, where we try to determine various price points for to-be launched products. We term it as Price Sensitivity Meter (PSM)
- At what price, would it be so cheap that you’ll doubt its quality?
– At what price, will you consider this product value for money?
- What price would be a bit high, but you’ll still consider buying it?
- And at what point, would you consider it so exorbitantly priced, that it is simply not worth it?
The multiplexes have been steadily pushing the envelope over the past few years. It’s finally reached a point, where people have started realizing that “Hey man, this is a rip-off strategy! Definitely not worth it”
The single screen theatre in our locality used to wear a dilapidated look. However, during the past 1 year, things have turned-around. They’ve spruced it up a bit. Big movies which used to come to single screens only in the 3rd or 4th week have realized the single screens’ importance in the value chain. Hence, nowadays all biggies release simultaneously from week 1 in both singles and multiplexes. The price divide which used to be about 300% (50 and 150) has now gone up to as high as 600% (60 – 360). As a result, the middle class has flocked back in a big way to the single screens. As another comparison, even the Honda Cities, Civics and Skodas are back on the single screens. A strong indication of the fact that YES, the average Indian movie audience is still logical, rational and price-conscious! You may drive a 15-lakh sedan, but at the end of it, a movie is a movie…..IS A MOVIE!! No one dare fleece you of your hard-earned money!
So Rishita, Singh Saab and Kic – Please go ahead and spread the word. Let’s not participate in the Multiplex loot. Let’s get down from our Ivory towers and get down to enjoy the movies, the way they were supposed to be – Whistle, clap, hoot…(of course, please refrain from throwing coins on the screens…don’t we want to bring back the family audience?)….Have Popcorn worth Rs. 5 and wash it down with a Thumbs Up! Who cares for Combo packs worth Rs. 80 in the plexes?
A family outing well under Rs. 300! Let’s herald the good ol’ nice, uncomplicated, value-for-money days!
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Hey Rishita,
Thanks for your comments. Yeah….I stood out because I decided to put my foot down against the super-con job in motion!!! 3 Idiots is a cool movie….I am making good money in my job, my family deserves the best, quality time and all that jazz. BUT STILL – Somewhere, you need to draw a line. It is hard-earned money and if the idiots keep pushing me beyond a point, I’ll have to retaliate!
BTW, Kic and Singh Saab – Whoever said that the Single screens are dying? They’re back with a bang!
During our B-School days, we’ve studied about Break-even point. Even in market research, we keep doing these price sensitivity surveys, where we try to determine various price points for to-be launched products. We term it as Price Sensitivity Meter (PSM)
- At what price, would it be so cheap that you’ll doubt its quality?
– At what price, will you consider this product value for money?
- What price would be a bit high, but you’ll still consider buying it?
- And at what point, would you consider it so exorbitantly priced, that it is simply not worth it?
The multiplexes have been steadily pushing the envelope over the past few years. It’s finally reached a point, where people have started realizing that “Hey man, this is a rip-off strategy! Definitely not worth it”
The single screen theatre in our locality used to wear a dilapidated look. However, during the past 1 year, things have turned-around. They’ve spruced it up a bit. Big movies which used to come to single screens only in the 3rd or 4th week have realized the single screens’ importance in the value chain. Hence, nowadays all biggies release simultaneously from week 1 in both singles and multiplexes. The price divide which used to be about 300% (50 and 150) has now gone up to as high as 600% (60 – 360). As a result, the middle class has flocked back in a big way to the single screens. As another comparison, even the Honda Cities, Civics and Skodas are back on the single screens. A strong indication of the fact that YES, the average Indian movie audience is still logical, rational and price-conscious! You may drive a 15-lakh sedan, but at the end of it, a movie is a movie…..IS A MOVIE!! No one dare fleece you of your hard-earned money.
So Rishita, Singh Saab and Kic – Please go ahead and spread the word. Let’s not participate in the Multiplex loot. Let’s get down from our Ivory towers and get down to enjoy the movies, the way they were supposed to be – Whistle, clap, hoot…(of course, please refrain from throwing coins on the screens…don’t we want to bring back the family audience?)….Have Popcorn worth Rs. 5 and wash it down with a Thumbs Up! Who cares for Combo packs worth Rs. 80 in the plexes?
A family outing well under Rs. 300! Let’s herald the good ol’ nice, uncomplicated, value-for-money days!
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Himanshu,
Excellent post! :bow: :bow: :bow:
I did not say that single screens are dying. I merely said that if people do not go to single screens despite the latter pricing tickets at a steep discount, something may be wrong at those single screen theatres.
I go to a multiplex because it is convenient for me …100 mtrs away from my house, within my society compound (can walk across in just shorts & a tee and can walk back with my wife even after very late night shows), can book tickets online etc. If a single screen of reasonable quality was close by, that would have worked as well. I dont go for the ambience – I usually reach only at the last minute – nor do I eat too much during the movie.
But, as you rightly said, there is a price to value equation and if multiplexes exceed that, the market at large would automatically take care of it. This is a much better way to go rather than putting the onus on some inherent good that every film exhibitor is expected to have – frankly that, is naive and will not happen in practice.
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Appreciate this one from you very much. You are now nearing the right way.
Put the onus on the market instead of putting everything on the government. Of course, this is what we have been discussing over the past so many comments and counter-arguments.
This is just one of the stray cases and this was a boom time, everything went so much in favour of 3I, it seemed like almost VVC’s day out.
But, trust me, this can even go well just once more if somebody plays with the idea so brilliantly with all other factors as positive.
Still, an attempt for the second repeat of this gimmick and markets will suffer hugely. Loss will be no one’s but the industry which is already in a bad shape.
See, what has happened with the real estate. How they appreciated the prices matching with demands. Demands were propelled by positive environments as salaries were on the rise, banks provided loans and advances. Everything was going just too good. Till one day everyone realized with shock how superficial all this appreciation was. Recession followed and most of those guys who had falsely appreciated the market were crying for help and bailout. Even in this case, the government was not really to blame. It was market that created this situation and, ultimately reaped the results too.
Kic, my sole point is everyone likes when s/he can a little more. But, the onus for drawing the line also rests on ourselves only. On all of us. Recession saw many stringent laws and steps being considered and also implemented. Across the sectors.
Why do we need to bring such a situation to an industry which is already not very steady. The aftereffects of an extra 10-20 crore for the 3I producers may cost Bollywood hugely which is still reeling and crying after a bad 2009. Isn’t it?
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Brilliant, Himanshu. How well you’ve detailed the second coming of single-screens. I’ll be one of the happiest persons. So will Rishita and many more guys out here. Of course, single-screens make more sense. Not just for the audiences but even for the trade guys in many ways. And, I can also clearly foresee their strategic and most opportune revival sooner than later.
But, I’m afraid for Kic who believes in killing the hen in desperation of getting all the eggs in one go. The multiplex loot is yet to start pinching him.
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With every post, I’ve started looking forward to your comments Himanshu. I think, I’ve got addicted to them.
For beginners here, Himanshu has not been one of the kindest readers or admirers of my post. Our exchanges started on a very “acidic” note. However, I feel, they have by now started giving a different kind of entirety to my write-ups. Hey Himanshu, happy to see you back here. I continue in my following note
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Thanks Deepak. Just like 3 Idiots, your post too is pitted to become a blockbuster! 63 and still going strong!
The good thing – with no repulsive promotions or gimmicks (like some posts like on ‘my apprehensions about My name is khan, Paa or 3 Idiots’). Simple, straight and to the point – You’ve let your product talk for itself sans any controversy. Bonafide Hit!
Just 1 thing – I wasn’t too appalled by the ‘Capacity 3 Idiots’ auto rickshaw promotion. It was in fact a very innovative stroke. If that made you feel humiliated, I guess you’re taking life too seriously buddy. Even if the makers hadn’t indicated of Idiot being a positive word, still the ‘Capacity 3 Idiots’ would’ve not made me feel insulted or idiotic. Idiot in fact is one of the mildest of words in the range of Paagal, Deewana, Buddhu or Stupid – these words come attached with a tinge of love, affection, harmless cute & sweet fun. In current times, even Kaminey has lost its sting as during Dharam Paajee’s times and is used affectionately for special bumchums – “Abhi main zinda hoon Kamino”
So chill young movie maker! Loosen up a bit and enjoy the sunshine and rain.
If this response manages to bring a “Himanshu, Kaminey!” on your lips….I guess you’re on the right track towards a beautiful, light and fun-filled life
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Yes Himanshu, you Kaminey… heheh :rofl:
Buddy, definitely, neither taking life too seriously nor attaching a bit too much of importance to self
I too understand and appreciate like you that Idiot has lost its pinch and come to be taken as one of the friendliest words in the common lingo between friends.
But, the key point raised was that while we take it as a common word in our day-to-day lingo with friends and in family, it can hardly go down very well if somebody else called in that lingo. On Delhi, I’ve seen quite a number of road-rage starting with the sound of the simple word idiot. The point is, if we cannot take this word easily from strangers, it was risky to call the consumers idiot. Thankfully, it went off smoothly and nobody felt really insulted but, definitely amused.
Thanks to Vishal and Hirani, nobody minds an address by the word Kaminey or Idiot anymore. If I was amused with a pinch of detest, I think I must call myself an Idiot… err… it’s mild.. I must call myself stupid :yahoo:
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*On Delhi roads…
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Hey Kic and Himanshu; Between meetings & travel. Will come back in a little while. Pl keep it coming. Thanks again
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“Publicity always works- and now the book is selling upwards of 200 books each day in leading stores!!Chetan’s the fourth idiot!!” – Quoting Kushal Sanghvi, a friend of mine on FB.
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And, here’s more – “It’s time for Aamir, Chopra and Hirani to show some grace “… by Vir Sanghvi.
Pl read an interesting take by him on http://www.virsanghvi.com/vir-world-ArticleDetail.aspx?ID=415
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Deepak, Vir Sanghvi wrote this before the agreement & other documents between VVC & CB were made public (I am on his twitter followers list & got the link as soon as he put it up). It would be interesting to see his views now – if he cares to update them.
The original blog post by CB made two claims (that appear to be lies based on the documentary evidence) – a) he was entitled to opening credit & was denied it & b) he asked to see the script and did not get it.
Later the agreement between the two was made public (see here: http://www.vinodchopra.com/agreement.pdf). This shows that it was clearly stated that CB would get a mention in the rolling credits at the end and not at the beginning.
Raju Hirani also mentioned that CB had read the script and received a four hour narration – as evidence, he provided the non disclosure agreement that CB signed after reading the script.
In this context, I fail to see how the makers can be accused of failing to show grace – especially when the bonus amount that was to be paid to CB (if the film is a hit) was paid even before the film released. On the contrary, CB’s allegations without any backing (and some of them proven to be lies) makes it difficult to digest anything he says further on this count.
As for acknowledgment on awards ceremonies etc, we will never know for sure whether VVC and Raju Hirani would have acknowledged CB on award nights in their acceptance speeches (IF they get those awards) – they may have. However, after all this brouhaha, I would be surprised if they do.
In my view whether VVC, RH & AK need a lesson in grace or not, CB needs a crash course in honesty.
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But its not legality which is the talking point anyway. Its matter of showing simple respect to the author. And to compound that going to press conference and saying that there was nothing of book in the movie, when it is obvious that movie has ample material from book. Off course a movie would not copy the book word by word. There will be deviations. In this case there were major ones. However that doesnt mean that they can deny the credit where it is due. On top of it Aamir Khan giving statements without reading the book.
Also nothing was original in the movie anyway. What was not lifted from the book was taken from old college jokes and forwards. I dont know what was it that took 3 year to write, as has been emphasised again and again.
Why even the concept of a genius going away from the world is not new or original.
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So who brought legalities into play here? Once CB went public saying that he was disappointed he did not get opening credit as promised and that he never got the script, he opened the gates for being discredited by presentation of documentary evidence to the contrary.
The point is not about showing respect to the author. I can understand that if the author signed an agreement that just stated that he would get credit and then it was placed at the end. Here, however, he signed on one that specifically stated it would be in the end (and no fine print, mind you) – if that was so disrespectful, he should have refused to sign the agreement right at the outset. This is why I think the fact that there was a specifically worded agreement is quite relevant here – it cant be ok till a few days after release and then suddenly get disrespectful, can it?
On how much of the book was there in the movie, my sense is that it wasnt more than 10% (even if you want to get into percentages) in essence. And, again, those rights were purchased, weren’t they?
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This makes it an even bigger case for what I fear and find many people voicing a similar opinion. Shall come back on this.
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See i think all this si stage managed but just for a moment ignoring all this. Consider the fact that they have claimed that its is a story by Hirani and Joshi. Which is not true. And they have placed it in opening credits as original screenplay. Now this is backstabbing in my opinion. The story credit should be shared between 3 of them and not just between Hirani and Joshi.
Now they could have said it was adapted screenplay and put Hirani and Joshi in opening credits and pushed CB to end. That would have still been pettiness of highest order but still ok.
But as I said all this is stage managed . Have fun while ity lasts. I hope they have another good spat in public on some forum. Would be fun watching it.
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I disagree. The story is not that of FPS. The initial setting is & some incidents are. I dont think those constitute a story. I agree that ideally, CB should have got credit upfront but I find it extremely disingenuous on his part to first sign away that option & then come back and play the victim.
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Have answered about the deliberate scheme of first signing and later sensationalizing.
But, hey… grow up. Even a simple and loosely inspired characterization amounts to it. Here, the entire film happened and originated on the basic premise of FPS. The film, regardless of whatever percentages you guys decide, will remain an adaptation from the book. I can count at least 200 elements. But, as said above, even a single substantial elements amounts to it.
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Where did I say anything different? I agree it takes off from FPS (the story, however, is materially different) and for that CB should get credit – ideally upfront. But he signed away that right in a perfectly legal contract, didn’t he? All I objected to was the latter’s chestbeating by making allegations such as not being given opening credit and the script when there is documentary evidence to the contrary. Makes it a bit difficult for me to take his word any longer. Of course the debate is moot as you believe it was all staged in any case.
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http://www.outlookindia.com/article.aspx?263231
Just saw this page and thought of sharing this. This one shows a comparison of Hindi and south industries.
http://varnachitram.com/2009/12/30/myths-about-bollywood/ this is another one with some history as well..
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Quite an eye-opener. Hey… thanks
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The squabble goes against the very spirit of the book & the movie. It is however, so predictable too:)..traditionally, do we find vehement acknowledgment or credit sharing?
…If the message in both is the same..& it is the same…& if that is what Aamir, VVC & Hirani claim as the raison d’etre for making the film is…then, it would have made perfect sense to set an example of creativity, innovation & collaboration with a former IITian & give him opening credit irrespective of personality (just like Virus’s)
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Ruvi, there is no spirit, no ethics. It is all pure business and helps them make merry. They’ve succeeded. You are right. Unfortunately, some people outgrow the status of a fan and get their senses blurred to distinguish things – positive and negative.
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Absolutely true Deepak…You balanced three important facets of this issue remarkably. First one, issue of good small budget movies with less hype, second, appreciation of 3Idiots as movie and, lastly, PR and advertising gimmicks of 3Idiots’ makers, including Chetan vs Movie crew saga.
There is a definite possibility that Chetan vs Movie crew episode was a media strategy and plan of 3 Idiots’ media designers. Any way it helped both sides in their cause. They both expanded on their reach.
Multiplexes have reduced some of the reverses that small budget movies were facing but still lot needs to be done for them. They need to pool resources and rely heavily on word-of-mouth publicity. Online blogging by budding small budget movie makers and actors of quality may be a definite help.
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Thanks for an item-wise analysis and the appreciation
As far small budget films are concerned, your points are apt and well-conceived. Further, I’ve reverted to that point in a separate comment, below. Would like to hear more from you on that.
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3 Idiots is not even worth the praises its getting.
I don’t know whats the fascination with pleasing the mass audiences,they come out with so worn out formulaic approaches every time.
Even the author is over-rated and we all know about Mr.Aamir Khan.
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Agree with most of your points but two. Yes, the film is fatigued. It is reminiscent of Hirani’s earlier films, preaches and is poorly done, shunning it of the feel-good earlier Munnabhai flicks possessed. Unfortunately, Rancho appears to have been loosely conceived of as Munnabhai in a different skin and mannerisms. However, the original Munnabhai’s mannerisms were so natural, spontaneous, free-flowing and innocent, you loved him despite his Bhai image. Yet, when so many bad films were happening, Hirani and Aamir both known as one of the best in their leagues ignited the audience imagination much before the release.
The film was a big hit for these positives before the release. Release just saw it happening. The timing was the best plus.
But, the biggest factor was the speculation related to its plot of 5 Point Someone which has been one of the biggest literary hits of India.
Of course, Chetan is no Shakespeare. Nor does he ever claim to be a Shakespeare. But, yes, he is a reader’s novelist. An author of SMS and fast-food generation. He writes in the common lingo and connects easily with the readers. His USP. Does well for him and has quite a following.
As far Aamir is concerned, he undoubtedly is one of the most meticulous actors of Bollywood in the recent decades. He is not equipped with that spot-on sense of humor like Shahrukh. Nor is he a rage with girls for his body like Salman. I am also no fan of Aamir the person. But, yes, I’ve liked him in so many movies that no other single actor except Amitabh has managed to give me my “loved” movies. Starting with a Jo Jeeta Woh Hi Sikandar to, Rang De Basanti, Lagaan and yeah Mangal Pandey, Aamir has proved his prowess many a times, without doubts. But, yes, as a person, he may not figure in the list of top 50 guys of Bollywood. That’s a different matter.
Where did this movie 3I failed will take one study several factors. The nutshell is that those factors always remained only a factor. They all could never get together and become a true MUnnabhai type film, a film of Hirani’s kind.
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New take: Yet another proof of this stage managed drama… Didn’t we point at the timing of the spat for the media and public eye.. just before the 2nd weekends.. to over-exploit the 2nd week of the film.. now the week is over so is the spat… :rofl:
http://www.bollywoodhungama.com/trade/top5/index.html
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Sure the movie has done very well. However, I fail to understand how this is ‘proof’ that the spat was stage managed.
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Kic… some apparent compromise has started signalling.. it’s in the air.. shall come back to you soon on this. And, a detailed comment from my side, on all the concerns raised is still due.. by evening today…
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Of course there is some compromise that is being talked of – by CB on his blog. Frankly, as I see it, he has no choice. Legally, he does not have a case and if the makers pursue the legal option against him for defamation, he’ll have his hands full. However, that again does not prove anything. It sounds extremely far fetched that the makers would agree to so much mud being slung at them purely for publicity – they dont get anything out of this. CB, on the other hand, does. It would have been done in a much more tasteful (for the makers) manner if it was planned.
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The dirtier it is, the more coverage it will get and hence more effective it would be. The more the mud being slung , the more they will come out smelling success. Thats how it goes.
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Fair enough but i dont think any of the personalities involved would want their characters tainted – you are basically being accused of cheating at worst & plagiarism at best. There are many other controversies that could have been created if publicity was the intention.
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Kic, no publicity is bad publicity, especially if it comes for a film. Controversies have raised speculation in films of Salman, Sanjay and now, let me tell you, Shiney Ahuja’s next film will also be a big hit.
Bad memories don’t last. Success stories do.
Pepsi, Coke and all soft drinks have come out of those pesticide-days horrors and we all gulp it like water. Success story.
3I has re-written the success story in the 2nd week with the thumping collections. Success Story.
Bad memories of the spat will soon evaporate the moment they all come together in the public announcing that there was some mistake from both the sides. Both apologize. Both step forward, one step at a time. Hug each other.
The same media which is biting right now will come to show all goodie-goodie as this will be a change from the current content of catfight getting stale. Public interest aroused again. Yet another success story.
Bad memory…. were there any??
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Well, lets just say we disagree on this one. I’ll take it up with you when Shiney Ahuja’s next film releases.
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I would want more people’s reactions on this and will wait for the next Shiney Ahuja flick
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Everyone is making merry in this case. Chetan Bhagat’s blog has reached to unpreecedented popularity levels. I am sure his book would be selling even more. The movie will get repeat viewing from curious people. Everyone is happy.
In the next week or so , a compromise would be reached. People on both side will come on forum and priase each other and claim how it is a misunderstanding. Or maybe they would think of even better way.
Then next we will have reports of SRK-Salman spat or something like that, because they both have movie coming up. And life will go on.
I am not complaining because after all its a sort entertainment away from work. Good job guys
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Hehe Contra, you put the final nail..
the compromise has already started signalling.. the book is selling over 200 copies a day in leading stores in metros.. and the movie, well, it amassed 34+ crores in 3 days (fri, sat, sun) from making Idiots out of millions and we thought we are clever guys 
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Anyway, one thing I do not understand is that if the film is no good (as several here seem to opine) and the marketing is no good (as others seem to opine), why is the film doing so well? Something has clicked, hasn’t it?
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Old idiom of movie industry-”No one knows anything”.
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Or… “Everything is Planned”?
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Well OSO was a massive hit and so was Ghazni . That doesnt mean the movie were any good. While lots of great movie have been flop, like AAA and JJSW, hust to give examples of Aamir Khan movies. So being hit and flop is as arbitary indicator as any. You cannot derive any conclusion from it.
Do you know Shawshank redemption was a big flop when it came out, while its sits somewhere in top 10 in IMDB list now. So stuffs like this are arbitary.
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I did not say only good movies are hits. The question is if a movie is neither good nor marketed well, what explains its success?
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Who said it was not marketed well? It was amazingly marketed. The marketing started a long way back. And nobody beats Aamir Khan in marketing his picture. The reason why he has overtaken SRK in bo is because he has finally understood that in the end marketing is what counts and he has beaten SRK in his game.
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Well the marketing has been called wierd, humiliating, bizarre, repelling among other things out here itself. Either this is true or the movie is good, no?
Personally speaking, I liked the movie a lot (have seen it twice already) & thought the marketing was spot on as well.
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Well even the way in which Raakhi Sawant markets herself is weird, bizzare, repelling and all other stuff. Its an inslut to intellligence.
But hey you cannot deny the fact that she markets herself damn effectively.
The lower you are willing to stoop the better it is.
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I was talking about whether it is effective or not. I am surprised people would feel humiliated and still go out and embrace a movie.
Maybe the correct answer lies elsewhere – maybe people at large do not feel humiliated or insulted. They know it for what it is & are cool with it. It sparks curiosity & does its job.
Where people do feel that their intelligence is being insulted or humiliated, they do not get swayed (the biggest example is how the full page ads in newspapers by the BJP immediately after 26/11 failed to strike a chord in those going to vote in the next few days). I think we can give enough credit to people’s intelligence to know what is critical (like running a country) and what is not as much (like watching a movie) and decide how to view any marketing / publicity in that light.
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Its obvious the way you have been defending the movie in various threads against various posters , that you have liked the film a lot.
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The best comparison, I must say Contra. She is also repulsive, overboard, bizarre, weird and nonsense… but that’s become sort of her USP. A brilliant benchmarking.
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COntra, I’ve liked the movie but I’ve not done much defending of the movie itself yet. I’ve only been talking about random stuff around the movie such as contractual disputes, marketing etc.
Anyway, my view is that marketing can get people to come in once to watch anything. If the product itself is not good (or let me rephrase – if the product does not work for them) it is unlikely they’ll watch it the second or third time. In 3I, ppl are watching it multiple times. In this context, putting the entire success at the doors or marketing (which itself is being termed humiliating to the audience) is quite silly in my opinion.
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David Dhawan movies were the biggest rage till only a while back. Govinda and Karishma or later Raveena as the leads and Poornima or Ila Arun with vulgar songs. They made damn good business… for years in a row. Even consistent success doesn’t mean you are too good to be beaten. There are internal as well external factors that make a film hit or flop. Being good, bad or ugly is a different scale. Marketing can help both. Good films will benefit much more. Bad films can be helped by marketing too. We have examples. But, sometimes, marketing for a bad product goes utterly wrong.
You can have 4 combinations:
1. BEST CASE SCENARIO: Good film, good marketing.
2. UNSURE CASE SCENARIO A: Good film, bad marketing
3. UNSURE CASE SCENARIO B: Bad film, good marketing
4. BAD CASE SCENARIO: Bad film, bad marketing
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Reminds me of an Akbar-Birbal story. Akbar asks Birbal to bring him 10 fools in the kingdom. Birbal gets around 8. Akbar asks where are the other 2, Birbal replies “Jahanpanah, its you and me, you for ordering this task, and i for executing it”.
Right now VVC, CB, Aamir and co, have proven to be smart, and we the Aam Junta, have turned out to be the real idiots for not just watching the freak show, but taking sides in it. And that includes yours truly.
All IZ Idiots.
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Another song in line… Ek rahin Iir, Ek rahin Bir, Ek rahin Fatte, Ek rahin hum… All Idiots
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@ Himanshu, Kic, Contra and friends; don’t know if I’ve caught the bull by its horn or not but, one thing that’s clear is that the film is really having a bull’s run
You like it or not, regardless of how much we all hated most of the things, you ultimately fall in love with this film. In spite of the flaws of the film, of the story, treatment, faltering performances at times by Aamir included and, above all, the marketing gimmicks.
Repeating myself, I had originally titled this post as AUDIENCE IS IDIOT but had to re-christen it and touch-up a bit with a title which is not that apt. You’ll need to make up with that though.
Himanshu, as you rightly point out, when the whole of India knew 3 Idiots was a real biggie for many factors, why did they need to go for an overkill. Fair enough, everyone likes a little more. Nobody objects a hike, an extra benefit, more margin or, a bonus. But, at what cost.
I am tempted to believe that this entire plan must not have been the brainchild of VVC or Hirani or Aamir alone. Their media agency must have designed this whole plot and it must have amused everyone to the hilt. But, it is at such times that people with experience need to practice restraint and to judge what is fair and, to what extent.
I agree with one of the comments that Idiot word was used and positioned in a positive spirit. But, in my opinion, people accepted it because it was positioned such by Aamir khan. We have come to use and treat it as a common word in day-to-day lingo with friends and close circuit. But, would we have really taken it easily when a stranger called you or me an “idiot”. Most likely, no. But, now on, it’ll be a common word nobody would mind. So am I also learning to consider myself double idiot – first, for the realization and swallowing all this crap; second, buying this all not just a price but a premium.
Yes, premium, with 3I, they’ve shown an utterly wrong example which takes the “expensive multiplex” apathy of the aam junta to the next level. The film has cost many families in what they could have easily afforded a winter break… an Agra, Jaipur, Chandigarh to Delhiwallahs or; a Lonawala, Shirdi to Mumbaikars.
The makers and multiplexes have shown a wrong way.
The bruised and bleeding year came to a happy end for the box office. But, this coercion will definitely not go down well with the audiences.
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Kic, similar unfair, unrealistic and opportunist market appreciations cost the whole world a fatal recession. An overkill may kill many fishes in the Bollywood. Producers, Directors, Actors and technicians included.. None of us is shielded in that scenario
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Isn’t that a matter of perception? Whether the market appreciation for 3I is unfair or fair?
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Its not just a matter of perception, Kic, bro. We have all seen how a ticket of 150 was sold out for 350 and one of 70 bucks cost 180 last weekends.. Why just unfair, this was bitter… just like the small-time bulders sold each flat for millions on the pieces of land they had acquired on agricultural or barren lands… markets crashed… ask guys out here.
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We were talking about market appreciation for the movie. You said it was unfair. I said it was not. Where do ticket prices come in here?
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Okay. It was taken as appreciation in ticket prices which were definitely unfair and opportunistic.
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The first 2 tools were definitely highly innovative: the “capacity..” wallah outdoor campaign and; the disappearing act. The third and the biggest they saved for the last, i.e. the CB-VVC-Aamir spat was their best that saved for the last.. BUT what is cliched is the extreme focus on marketing… Boss, the dedication and commitment they showed to extreme marketing gimmicks, if they would have spared one tenth of that to the content, the film would have been a fresh thing.
Though it manages an applause and has been a big hit and even though I save 4/5 for this, I would definitely rate it much below the order in everyone’s list — Aamir, Hirani and VVC all. It faltered, lacked freshness, sounded stale, preached, missed spontaneity and didn’t a bit look a product of three of our men known to be great in their spheres by now… err… four of them.. Even if this trio is not counting on CB for now, how can we discount him from this? He of course is the fourth Idiot
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Over to your appreciation of demand & supply theory at the Box Office as experimented and exploited by the multiplexes and 3I teams, I must say, it is goes straight to the doom’s door.
In an industry that gives 5 hits for every 100 films, an effort at plundering the consumers when they come to buy those 5 is set to boomerang. First, this will sharply affect the demand for those 5 too, which is already a scary thing at Box Office. Second, what if the consumers also start their rampage in the case of the rest 95. What if a consumers take the managers of multiplexes hostage for charging them for one of the 95 craps? If they want a ransom? If they damage the multiplex, its screen or interiors, Just to settle the accounts. “Your turn, you hit. Let me see what I can do” attitude. Would you call it unethical, immoral, illegal. Or, just all is fair in war, love and business?
Such marketing and sales gimmicks don’t take you anywhere.
Remember, they are the same theaters and same makers who shed tears of blood when the consumers’ footfall goes down. Don’t make them cry just because you have got a great product.
COME WHAT MAY, CONSUMER WILL REMAIN THE KING. PERIOD.
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Boss, now you are rambling. How can you equate pricing with taking someone hostage? The former is a legal choice, the latter is illegal. Consumers are kings and can vote with their feet. They have done so for multiple films in the past and will continue to do so.
On a separate note, it is surprising you find consumers kings and yet gullible enough to be taken in by marketing that is so gimmicky.
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Kic, you need a lesson or two in marketing, branding, sales and MILKING THE COW TO DEATH. While you can find enough materials and chapters on all the themes in good books around by good management experts, with Philip Kotler still the best, for the last it can only be understood clearly after you understand all others well and, can see beyond what just appears.
Passion for films is alright. But, please don’t make demigods out of film people. They are all equals, with their follies like all other human beings, greed included.
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Where have I made demigods of anyone?
Anyway, I am open to all lessons but, with all due respect, I have enough marketing experience of my own. The mistake you are making is equating a film with other products. A film is for one (or at most 2/3) time consumption. It has a finite life other than its DVD release or repeat viewing on television. If someone does the same kind of marketing for every film, irrespective of its content (and we have a lot of such examples), then one can call it milking the cow to death or whatever. We see that with Akshay Kumar – his marketing for any movie he does is centered around his personal charm – does not work beyond a point. If AK was to do the same gimmick for 3I as he did for Ghajini, it would not work.
However, if the marketing is innovative and tailored to the script’s plot (as in the case of 3I or Dev D or Ghajini) it will not be a problem – as each movie is a different case.
Finally, however important marketing may be, the best of marketing or controversies will not overcome the negative of a bad product beyond a point. I can understand first weekend shows doing well because of advance booking but only a good film (in the minds of majority of the audience) will be able to sustain it going forward – marketing, controversey notwithstanding.
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The makers of small films would not find their way too difficult lest they start making nonsensical films as we have often seen e.g. Fox, 3, Oops, Fruit & Nut.
Small budget films belong to a different genre. This genre is highly safe as well too unsafe. Depends how well does the filmmaker with a small budget know his business. One needs to map his/her concept, target, and content. Overall, it has to have a high USP and a lethal packaging. The last bit is finding a genuine distributor and, avoiding a clash with any big film lest it is overshadowed. In between, somewhere a decent promotion has also to be assured. Rest, it will find everything else it deserves. Among great examples we have the likes of A Wednesday, Khosla Ka Ghosla, Dasvidaniya, Bheja Fry, Aamir, OLLO and so on. They all were great films in small budget and found their way to the audiences with a high RoI. Of course, you cannot compare their collections with a 3I or even a Kaminey. Theirs is a different genre and they belong there.
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An “I am Sorry” leads to the end of the story… the stage-managed drama nearing its climax with Chetan Bhagat apologizing. Must’ve got his bonus. Everyone made merry
Didn’t we predict something along these lines by the middle of this week! Yes, we did. Truce was on way.
Hey Kic, now analyse this, why I was telling you that your arguments made it all the more apparent as a case of stage-managed drama.
Yes, Chetan and the rest of the 3I team, they all knew what was there in the fine lines where Chetan and VVC had signed. And, I had also mentioned earlier that after an experience of so many bestseller books, CB must be aware with all the nuances of such contracts and IPR issues.
When he signed the document for which you also provided the link (thanks), Chetan must have known where he would be placed in the credits. He was no fool. I have over 50 formats of contracts for different jobs associated in the films I have taken up. And, most of them make a clear mention about the credits – main and end credits. At times, a film does not have a credit in the beginning and only has all the names and credits appearing in the end. So, while the point by Chetan could also have been that by the contract he thought that the film would have all the credits in the end roll only. If he said so, then too, I’ll tell he would be lying.
Chetan must have been very well aware where he would appear. And, that is why I call it a deliberate and cliched attempt of fooling and alluring unsuspecting and also suspecting audiences by creating a controversy on such a high pitch.
Other than on the film roll, Credit has a major role in all the paid promotions which we know by the terminology of “Main Credits”. Main credits comprise of only primary names like the director, producer, writer, camera, editor, and label etc.
An experienced author like CB couldn’t have mistakenly forgot to ensure that his name appeared in the main credit. No one can take this. More so, when one of his books was already adapted on celluloid. The purpose of the credit is to announce to the world that you have done that certain part in the said film.
Now, consider this. The filmmakers and Chetan must have sat for meetings. I hope Chetan must also have been accompanied by his agent/manager in such meetings whose only role is to safeguard all the interests of their clients – financial, legal, professional etc. They must have discussed the credits and the format. Chetan might have been paid a premium for accepting verbatim not to appear in the main credits which would soon benefit both – CB and VVC. We saw this.
So, when the credit controversy erupted, everyone knew and voiced that VVC, Aamir and the entire team were highly immoral and unethical. Chetan attracted sympathy. The film that was already roaring with success attracted attention. The book that was already a bestseller, was having the best time of its post-release life. Everyone made merry.
However, going into the details of the documents, in legal terminologies, Chetan was being unethical. And VVC. Aamir, Hirani and Joshi were fine in their place. Chetan was paid for giving rights to adapt his novel. Regardless of what percentage but the fact is 3I started with and was based on FPS. And, Chetan also got bonuses for the film being a hit. Yet, he remained the writer. Not that because he was paid for so, he didn’t have a claim at the credit. Had it been so, no producer would be required to give credits to anyone but themselves.
Chetan knew this. VVC knew this. Yet, if everyone having known this all was suddenly seen slinging mud at each other, there must have been something utterly wrong.
We thought how could CB or VVC or Aamir stoop so low. How come they are acting so mean. How come Chetan is challenging what he has signed. How come VVC is denying credit to the writer especially when he had paid for it and not stolen.
The answer is, because it was planned to be so. Let the world think of them as mean, illegal, unethical, liar, and stooping low. What matters in the end is that it worked for them. The film made 34 crores in just 3 days, i.e. second weekend. The book sold at 200+ copies per store in leading stores in metros.
Film was already there in theaters and that’s how it was supposed to be. But, if it was not planned so, how come the stores could fulfill such burgeoning new demand for 5 Point Someone. Well, definitely just because of the film. Rarely would have a celluloid adaptation would have led to such a surge for the original book. The controversy did the trick. The supply must have been ensured as the theaters knew they could rake a premium. In all likelihood, the producers/distributors must also have got a share from the mass plunder at theaters.
The week has ended. So was the “cooked-up” controversy also supposed to make way for clearing of doubts and bonhomie of long-lost friends
Now, Aamir is a nice guy, VVC is a man of integrity. And, Chetan… of course, he has been a man of words (literary jugglery).
This whole ploy, drama, campaign, PR and press meets etc. must not have cost more that 5 lakh rupees. The yields…. lasting.
The Controversy will be buried from even public memories in less than 4 weeks from now. The success of 3I, repeat publication of FPS and heroism of these 4 idiots (VVC, Aamir, Hirani and Chetan) will remain.
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You have a fertile mind, I must say. Disagree. I dont think the film needed any added controversy to succeed. Else they would have planned this before the release. Secondly, this mud slinging was not just over this movie (as say the ragging / suicide allegations are) but about the characters of VVC, RH & Abhijat Joshi – those allegations stick much longer & have longer term repurcussions. One can make a case for CB needing a fresh lease of life for his book but not for the makers needing this for their movie.
Btw Chetan did not apologise in terms of saying he was mistaken. He merely said that he has nothing personal against Aamir, VVC or RH but just about the mistake they have made. He has apologised to their fans if there has been any excess. The media has twisted the headline …if you read the article there is hardly any change in stance.
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Didn’t you hear.. or even read here in some of the comments— “thoda jyada kissey achchha nahin lagta”. As good as it gets. Everything was going well. The controversy made it even larger.
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Hey, you are absolutely so right– “thoda jyada kissey achchha nahin lagta?”
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And for those who were so fascinated with the idea of deciding or finding percentage, th job has been made much easier by someone. Interested?
http://sudhishkamath.com/2010/01/06/five-point-someone-vs-3-idiots-a-closer-look/
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Great link Deepak.
So it that either that Hirani, VVC and Aamir trio is too stupid to realise that the material they are working is closely linked to FPS. They might be petty enough to deny someone credit but not stupid to realise that controvery would be surely created.
Neither CB would be stupid enough to not understand legalities.
So maybe the reason is something different after all. Maybe they have done a hell of a marketing job and given both the movie and book a second wind.
But what i love about the controversy is that both the parties have ample scope for saving their face. They both can retreat gracefully after the purpose is fulfilled.
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Yesss.. what a line…!!! An I’M SORRY leads to the end of story… they milked the mango peepul (aam junta) in every possible way… and just one sorry… absolved of all sins… toward each other and also to the sins committed against the mango peepul… ain’t funny though CB
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Thanks Contra, thanks Rishita
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Man.. it is fine to be a fan but not fanatic about anybody. Kic, I think you are funnily crazy about Aamir khan. I saw your other posts/comments too and found you to be a die-hard fan of the first Idiot… I hope you don mind me calling Aamir an idiot… hoho…
Most of your talks and comments make you look blind about him that you cannot see and differentiate between the right and wrong. It is alright to be fan and a follower to the extent of retaliating at each small and big point noted against the fav celeb. But, man, allow your senses to think from mind too. Don’t mix your mind with your heart. Chill.
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My comments have generally been either about the contract dispute (which is largely between VVC & CB) or about marketing of the movie (which again is a more general point ..just that here it is in context of the latest bug release) or about whether multiplexes should charge higher for tickets (difficult to figure out the connection with AK).
Yes, I like AK’s movies. I liked 3I. I have however also mentioned that I find SRK to be a more gifted actor than AK. I cant see how fanaticism is reflected in these. Having said that, if it still does, I guess I’ll just have to live with it.
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Kic… take it easy man.. no way a salvo against you. Just my opinion. You corrected me and I agree. Thanks
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No offence taken Rishita …maybe I should have added a few smileys to indicate that I’m relaxed! here goes ..
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BTW kic, i think you are a bigger hit than 3 Idiots on PFC
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In fact, I think its Deepak Singh’s post that is the biggest hit of them all. It has touched 114…and is on its way to become the biggest blockbuster on PFC this month.
Congratulations Deepak! You’re marching towards the numero uno status (I guess this will be you first peak position ever since you joined writing on PFC. What Say?)
You’ve definitely come a long way since that first yawn-inducing post of yours
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Honoured. I attribute this to all my friends here and you. Matching your high expectations, however, has always remained quite a task. Happy to have been read, appreciated and generated interest with my writings so far. But Himanshu, I still feel my first post was not that yawn-inducing, only if you spared a little time and read it once again. Thanks to you and everyone else
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The basic premise that films are a one-time business and odds of failure are very high so, if the going gets good, capitalize on the ticket rates and earn as high margins as possible is grossly misconceived.
If anything, I have two suggestions in this context:
1. If the going gets good, then play on the volumes, work on to expand the reach, subscriptions and audience-base instead of high margins from lesser number of viewers.
2. MINIMIZE the chances of failure. For, there are ways you can do that. We can easily count on directors’ names with high rate of success sustained over a period of time. This is all about correctly mapping your business and executing the same with the entire matrix. We’ve discussed these things at length in my earlier posts, you may like to see.
Kic, buddy, this margin-based strategy is a method of petty businesses, shop kind.
Visionary businesses with right understanding of branding and marketing try to “max” it and “make it large” in terms of user-base.
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There is a third option ….high margins with a high user base …that is what 3I has been able to achieve. It would be silly for a maker not to target that when it is possible.
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Of course high user-base is the dream of any project or investment and, so for a film. High margins are an icing on the cake. But, how high is too high?
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Completely DISAGREE with this point of yours Deepak. Why do you think the collection of most movies crashes by 75%-80% in the second week? 3 Idiots has managed to sustain very well…but then again this is a once in a decade movie!! (In terms of audience response…and not exactly quality of content).
The ‘maximize user-base’ or ‘volume driven strategy’ is already in place. What else would explain the carpet bombing of movies nowadays? 3 Idiots opened to a record 1500 prints all over India. In Mumbai alone, there were multiplexes running 10-12 shows of 3i per day. Shows starting at 6 am!! At a conservative estimate, 3 Idiots has been running to atleast 1000 shows per day in Mumbai alone!! At an average of 250, this makes it 2.5 lac people watching 3i in a single day in Mumbai alone! Roughly 20-30% of entire Mumbai’s populace would’ve watched 3i by end of second week.
If this ain’t volumes and reach and spread, what is??
Despite abhorring and severely criticizing 3i’s strategy of ‘milking it dry’ in the first 2 weeks by virtue of steep ticket prices, I don’t think movies can think of any better way of generating moolah. Volumes, spread, repeat viewership is definitely a major factor in a densely populated country of ours. However, volume alone can’t be a strategy. You have to cater to the multiplexes, to the tickets priced at Rs. 150 – Rs. 300. You need to capture that corporate exec who’ll swipe his card for a cool 1000 bucks – just for a prized quality time with his family. You need to capture that call-centre bloke out with his girl, lest he blows his 20k/month salary in other sundry pursuits. You need the kids who can’t stand single screens – you need all these high margin business segments along with the dollars from the Diaspora to make a killing at the BO!
Picture this – there is bevy of biggies lined-up for release every alternative week. To add, there are 30-40 new TV shows added every second month. The Hollywood onslaughts with killers like 2012 and Avatar has further dented your ‘share of wallet’. The IPL, 20-20 world cup and other cricket extravaganzas occupy a major portion of the year. Amidst, all this, the audience attention span has been crunched like never before. If you have to grab him, grab him NOW!! He is most unlikely to get back in week 3 or 4. He would, in all probability, get seduced by new beauties/distractions on the block.
Deepak we’ve discussed this before – How many movies do you think manage to sustain for 25 weeks? haha! forget it. 10 weeks? 8 weeks? Even a stellar movie like Paa has been reduced to 20-25 shows all across Bombay in its 5th week. Do you think it will manage to hang on till 10th week?
So, margin-based strategy is here to stay my friend. It’ll continue to be the nucleus of most strategies. The makers themselves are no longer interested in spread and reach and longevity. They would rather carpet bomb a movie, generate immense buzz pre and post release for about 2 weeks, spread the direct-revenue (or ticket-based) options as thin as possible and then immediately move out to alternative avenues – DTH/Tata Sky Showcase, DVDs, Satellite rights, etc. A bumper movie like Wanted is up for grabs in Tata Sky within 2-3 months. One needs to be on-time for satellite ‘world premiere’ as well, lest your movie starts looking stale and goes in the ‘law of diminishing returns’ territory.
When even a so-called visionary like Aamir Khan succumbs to the opening-weekend BIG KILLING, rest assured that strategies like Sholay or HAHK would be relegated to the bygone era. (Sholay was written off in its first two weeks, before famously turning around; HAHK was released in just a single theater in Bombay for the first 4-5 weeks, relied on strong WOM before it became a cult phenomenon…And only then did it release BIG).
So young movie maker, stay tuned to more petty business madness coming along with Veer and MNIK. It’ll be a battle worth watching – Who hard sells the most? Who has the muscle, the clout, and the high decibels that compel us to part with that Rs.1000 in our wallet?
Best Regards
Himanshu
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I AGREE TO DISAGREE.
There are points I conveyed which have been misconstrued by you or I got it conveyed wrongly this time. I didn’t mean that you should leave the swanky and henky-penky class or marginalize them a bit.
The point I drove was that this class is already over-exploited. The market is over-saturated. You may like to believe that my Delhi residence is surrounded by 8 multiplexes within 1km of aerial radius and 4 more are coming up. A total of 32 screens existing and 16 coming up. With each multiplex running 3I on at least 2 screens and, in 3 cases, the first week saw all screens running 3I only. Now, that’s the maximum penetration. The rates are already high.
So,the point supported by Kic and; opposed by you, me and some more PFC guys here was against the steep escalation in ticket rates. This was vacation time, the movie was a big draw, the buzz was great and the premise became unavoidable in most of the cases, even though some multiplexes went on to increase the rates by a steep 2 to 2.5 times.
Yes, I agree that we cannot expect the longevity like yesteryears. And, that was the point why we also discussed in an earlier post whether the concept of silver-jubilee should be re-defined and weeks changed into days.
Coming back to the theme, my point is that we’ve already created so many avenues of high margins and that is how most single-screeners made way for multiplexes. That is how a big hit like this is released with 1500 prints. And, the screening happens in theaters with high margins. But, haven’t we already reached a saturation point? Haven’t we already taken margins to repulsive limits even without this case of premium.
The point to be advocated is not the longevity. A film cannot remain profitable for a long time in this age.
Yes, metros and multiplex audiences yield great returns. For a medium budget movie, 1st weekend success in multiplexes translates into reading as “hit”. So, we must not neglect them. Yet, they must not be offended either.
The point is that India is such a huge country, why can’t we think of more places, tier-2 and even tier-3 cities & towns. Let’s think of some way. Let’s take the movie there before a pirated DVD reaches there. Fine, they cannot shell out 150 bucks for a movie. But, instead of having a poor run in 10 multiplexes, doesn’t it make a perfect sense to find ways to reach 50 single screeners and have a hearty run? Better still, in the case of 3I, it had a thumping run, not to talk about a poor run. Couldn’t have they thought of some strategy to reach the untapped places. One needs to work out, know and map the market. Certainly, this is easier said than done. But, I even remember having watched OSO second time for and with my wife and my cousin. Just 3 of us and we got the entire show run for us. Empty house. Instead of that kind of a scenario, can’t we come up with better expansion instead of milking enough moolah from just 3 or 30 viewers at a time? The concern is not longevity. The concern is outreach. It should be more inclusive. As someone has rightly said, there is huge “wealth at the bottom of the pyramid too”. You can’t keep exploiting the same bloke everytime lest he starts making excuses to his family or the girlfriend. Whatsay?
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Disagree entirely. Where will you be able to get more volumes by reducing ticket prices? There is only so much seat capacity available. Theatres cannot come up overnight, can they?
I can understand trying to bring prices down in order to get more people to watch the movie if shows are not full. In 3I, not only all shows across all theatres were full, there were extra shows being held right from the early hours of the morning.
So let us not pretend that this is a business strategy mistake by throwing around jargon such as “wealth at the bottom of the pyramid” and “mapping your business and executing it with the whole matrix” or such. Life is not a text book & theorizing has no value if not adjusted for the actual situation on the ground. Even if tickets were priced at Rs60, there is no way more people could have seen this movie given the capacity constraint.
If your point is one of the greater good or ethics (which is what Himanshu has been talking about) I can understand where you are coming from although I do not agree for reasons stated in a post above.
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I agree with kic on this one
If they feel they can manage it then there should not be a problem in pricing the ticket as they wish. Its not as if that they have a tax exemption that they are not passing on.
People are aware of the prices and since its not a essential commodity they can surely make a choice. Off course they can wait for the movie before it will air on DTH. If the producers are nice then they can insist on pricing it low at around Rs 100 so that the whole family can watch cheaply. That again is their own prerogative. Or if people cant afford even that then they can surely watch it on TV .
Its just a matter of patience. Personally I find the DTH thing very convenient. I just hope they show English movies more often.
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Also I think they cannot possibly run more shows of 3I , can they?
I am bored because the multiplexes have been showing nothing else or if they are showing then times are inconvenient.
So i guess as far as they can they have tapped every avenue to saturate the demand.
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Of course, bringing down the ticket prices and increasing the capacity are two different things. The case of 3I was different, which Himanshu already termed as “once-in-a-decade” in terms of audience engagement.
The point is not to increase the number of theaters in the metros. In most of the cases, it has already crossed saturation point in the metros and big towns. The going for 3I has been too good. But, the point hinted at here is not to reduce the prices to increase capacities or increase volumes. Volumes were already bit too high and an anticipation of that was what had prompted the exploitative increase in prices. And, of course, don’t attempt an increase in capacity in metros.
Any jargons apart, try looking out of metros, skyrocketting towers we live in and, swanky cars we drive. There is life and society beyond that too and that is a market as well. It is wrong to alienate them – not just in pure social and philanthropic terms but also in business sense.
Haven’t we seen the same Tatas who just introduced a 1cr car, have also hogged the limelight for 1-lakh Nano for so long?
Alright that we have products for the rich consumers. But, the less privileged ones also deserve a product.
In this case, ironically, the product originally belonged to the latter. Let the richer ones have a more premium product with even higher margins lest they don’t mind shelling it out.
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Bang on this time around Singh Saab!!! I agree whole-heartedly!!!
And I guess it has to be Aamir once again who’ll bell this cat. You can expect this marketing genius to come up with more interesting avenues for his other productions coming up this year – Delhi Belly and Dhobhi Ghat and one more I suppose.
For other followers like Salman, SRK and Akki – we can continue to expect the opening weekend blitzkrieg and OTT marketing. In fact, I am eagerly waiting for both Veer and MNIK. What’s your guess YMM? That they won’t come anywhere close to 3i is a foregone conclusion. But can they achieve this feat collectively? I mean can the sum total of both Veer and MNIK’s collections come anywhere close to 3i’s bull run?
Thoughts please.
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Yes, just hope this feedback has already reached him yet or, reaches before he goes all out for the promotion of Delhi Belly under the belly and at all Dhobi Ghats. Very much like you, I also put the onus on him for some way out of it
As far these two flicks are concerned, of course, they can’t match the success of 3I, not only put together as sum total but, I doubt, even double of that sum total may not match 3I. But, we can only wish.
The other bigger factor behind the humongous success of 3I is its youth factor. Youth as a subject has a tremendous pull factor, especially given that over half the Indian population largely is defined as the youth. Remember DCH, Rock On, Jaane Tu and so many more…
Youth in itself is a subject, like terror, crime, love, romance etc. all of which show some aspect or action of our lives. It has the pull factor greater than any other subject. And what a pull can do we all know. Thanks to the 3I’s marketing, pull was combined with over the top push. Genius-ly ingenious !!!
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You’re absolutely right Deepak.
But then again, you can’t push anything under the garb of ‘YOUTH’
When the makers tried to push over-the-hill uncles like Ajay Devgan and Sallu as youthful rockstars (London Dreams) or irrelevant subjects like Raashee (What’s Your Raashee? Frankly does it matter to today’s youth? It matters to their moms…and hence such subjects can be great hits on the tube ?) …. They ended up with disastrous results!
The essential discussion point over here can be ‘Hello’ – another movie inspired by yet another best-selling book from Chetan Bhagat – ‘One Night at a call centre’. So what went wrong?
While 3i clicked big time, Hello quickly evaporated from the screens. So even though Hello had a very good opening (Atul Agnihotri threw a celebration party on the third day based on this good opening), it ended up falling in no-man’s land.
They Bollywoodized it so much (with all the item numbers and toilet humour)…that it failed to connect with its target audience (the urban youth, the actual call centre blokes). At the same time, despite all the masala, it was still a very tame affair for the hinterland or tier II and III crowd. No melodrama, no major fights, no climax during the wedding pheras!! Oh yawn!
I strongly believe that Hello went terribly wrong with its casting. Read the book, and you’ll realize that this book could’ve never been a mainstream Bollywood movie. It was very topical, very anecdotal and was full of insider-jokes on the workings in a call centre. Essential plot points revolving around MS word, Google, MS outlook, the works.
Hello could’ve and should’ve been a subtle, witty, classy multiplex flick. Sohail Khan and non-actors like Isha Kopikkar and Amrita Arora had no reason to be in the movie. The Salman-angle was a good bait to bring in the crowds. So nothing wrong with that.
Now just imagine Hello with a cast of – Rahul Bose (the protagonist Instead of Sharman), Ranvir Sheorey (instead of Sohail or Vroom), Gul Panag (Oh yes! She is classy to the core!!! Let’s retain her please), Kongana Sen and Perizaad or better still Chittrangada Singh!!! Tell me, ain’t this a Casting coup of sorts??
Doesn’t this cast make you salivate? The core-audience would’ve gravitated towards the movie big-time. Now talk away all the OTT humor, the Suresh menons of the world, the ham-act by Dalip Tahil – the key antagonist, Give me a Kay Kay instead, throw out the item numbers, Kick the wannabe Atul Agnihotri and bring in someone more sophisticated hand like Anuraag Basu (Metro fame) – And voila you have a winner on hands!
Hello tried to be too many things for too many people – and there in lied its failing. Unlike Five Point Someone, the call-centre subject wasn’t as universal in nature, and hence trying to reach out to the original Salman fans was a harakiri to begin with.
Hello had Rahul Bose written all over it! It could’ve been yet another Jhankaar Beats or Pyaar ke side effects. But then it ended up as a tame PARTNER-in-disguise. Hello!
What say YMM?
Eager to know your thoughts.
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Waaaoow!!! Yes, you are correct to the hell. However, I’ll again refer to something I said earlier. A good film with good marketing & promotions is what it takes to do the winning trick. 3I got everything in place and won accolades and the moolah.
A good plot with an overall good packaging (comprising of cast, performances, direction, treatment and production) makes a film good film. So, while a good film with a great marketing & promotion can rise to stellar heights, a bad film with weak marketing will generally die prematurely. A bad film with good marketing generally has a good opening but drop to ignominy before the week ends (we had many in 2009). The reference is here to films made with A/A- target audience in mind. The reference is not to the bad films of the kind of slapstick ones that ruled the 90s and continued till first half of this decade. Or, a Singh is Kking that was a bolt from the blue. Finally, a good film with weak promotion, will rise with word of mouth by the second week, if lucky enough not to be swapped by a bigger release next week.
So, while everything went bit too well for 3I, Hello was caught in its own web of undoings. The cast truly was a “hara kiri” for the given subject. And, so were many “other” factors.
Yet, I’ll also put the onus for its topsy turvy on the director. A good director can often do wonders with underdogs. Remember both Saif and Akshaye were dark horses till Farhan made stars out of them with DCH. Good for the actors, good for film and, good for Farhan. Ditto for Shahid, courtesy Imtiaz in Jab We Met.
Therefore, casting is very crucial to a great plot. Though a great director can manage somehow with just good performers minus the stars.
Good directors often get stars to work with them. Great directors create them.
I’ll die for your pick and the suggestion on the “casting coup”… what a casting.. but the best part I loved about it is Chitrangda. While most other of your suggested actors have been known for their multiple performances, Chitrangda still has a lot more for the viewers to discover and explore in her.
Over to London Dreams, I’d say, Ajay was a great choice. He is one of the rare actors as a natural choice for any role. Salman, however, has always been known for his “over the top” mannerisms. Yet, London Dreams failed on multiple counts. Great sets, new looks and expensive costumes don’t make great directors. Instead, generally a film with lot of details in sets and costumes is more likely to be a weak film in terms of other important aspects (like plot, performances and direction). Sci-fi or period films excluded. My opinion. You may choose to differ.
With so many strong performances and representing so many of the canvases, I feel, Ajay still has lot more to be discovered in him. Some (more) of his best are yet to come. Ajay and Chitrangda for one strong plot with lots of scope for humor? Whatsay?… What a casting, anyone listening?
For the Rashees and the likes, the very first ingredient is found missing, i.e. a good plot. SO, let’s not go into any further detail. The only difference between Rashee and Singh is Kking was that SIK was a hit. Trying to know how, it may cost us a generation’s time to find out
Coming back to the theme of Youth, I’ll reaffirm, it takes all these things together within the basic premise of a youth film. There has also to be an underlining message. Each of the youth films had one. DCH, Jaane Tu, Rock On, 3I, RDB, Chak De and so on.
There are few films which just use the “garb” of a youth film and pompously do things overboard and fall flat. Some films fall for looking alikes of another earlier success. Mind it, it is also the most difficult task to cheat them (youth). You can’t. They are less-experienced but more exposed
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If any 1 has doubts over the single screens, take a trip down South, and that includes even Bangalore, Hyderabad. The single screens are doing well along with the Multiplexes. Most of the Single Screen theaters down South have upgraded their amenities, equivalent to those of multiplexes, and at almost 1/5 the price.
I have watched couple of movies in the single screen theaters, most of them have same kind of facilities, pushback chairs, holders, and you go into the higher class the seats are wide enough. And the max you need to shell out for this is, Rs 100, if you want to go for a luxury class kind. Even if you add up the Coke,Pop Corn and others, total cost does not come to more than Rs300. I guess this is one reason, why Multiplexes have really not made much headway down South, except in the metroes.
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Makes sense, no? If you get the same thing at a much lower cost without any major difference in quality, people will automatically gravitate towards that option. The problem in Mumbai (as I see it) is that unlike many other cities, it has not developed in a planned manner. There are certain parts of the city where there are no single screen theatres at all unless you are willing to travel 40-45 min. And then there are single screens that converted themselves into multiplexes. But, intuitively, if the existing single screens get into reasonable shape, there is no reason people will not come in there.
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I guess maybe due to the fact that the South generally has a larger movie going audience. Its not just the metros, even the smaller towns and cities in South, places like Vijayawada, Trichy, Kottayam, Dharwad all have decent theaters. Something which i rarely seen in North and West.
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You are right Ratnakar. I have also enjoyed the experience and; I am fairly convinced they are one of the reasons why regional films such a big draw, more especially “down south”. SIngle screens, when armed with similar or comparable amenities can offer tickets at lower rates, draw higher attendance for their economy. Also, multiplexes offer you lots of convenience but, often people like to watch a movie with the theater at least half full. Multiplexes die to see their audis half-full. For weeks, at times, their front rows would gather dust
Multiplexes often ensure decent returns in just one good weekend but, the problem with them is that of dilution. They make everything else to thin except for margins. With volumes dropping so sharply in multiplexes, 3I seemed no less than a miracle.
I would still welcome the good old single-screen, not just for its economy but; overall experience, if they can match even half of the overall amenities and ambience offered by multiplexes.
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BTW Kerala does not have multiplexes, it also has the most movie literate audiences in all of India, Go Figure.
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Honestly though i feel the Multiplex Revolution is a bit like the Dot Com Mania we had at the beginning of the Decade. Every one predicted the Death of Brick n Mortar Stores, and Online Shopping was the way to Go. Everything would be online we were told, and we would not need to step out from homes. 10 years down the line, most of the Online Shopping Sites have folded up, barring a few like Amazon, people still shop at Brick And Mortar stores. And while we do a whole lot of stuff online Nowadays, there is a whole lot of stuff we still have to do offline.
I guess in future the Multiplex and Single Screen will co exist. Just as the Supermarkets do with the Mom N Pop Stores.
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Agree. In fact, one can see that multiplexes are no longer coming up stand alone (atleast none that I know of in Mumbai). Most of the new multiplex screens that have come up are attached to a mall (Phoenix Mills, Inorbit etc). Forget competition from single screens, the real estate cost itself kills the concept otherwise.
Those who are just out to watch a movie will go to a single screen if that is closer. However, there will also be a lot of those who want to hang out somewhere and decide to watch a movie as part of the outing. For those people, it may not make sense to then figure out which is the cheapest place to go to (even then you have to spend time and money to travel) – the convenience aspect would also kick in.
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Precisely true to a great extent
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Yes Ratnakar, market is a strong system. Very few things actually replace the older institutions. Older systems, however, need to re-adjust and keep up to the change with their dynamism. A certain percentage of businesses can though still not manage to compete in the long run due to inherent weaknesses against the new technologies or trends. For example, STD PCOs are becoming a passe. But, largely the majority of businesses will bounce back. Ratnakar, other than single-screens coming back, I’ll second your opinion with another example. With the advent of Samsung, Sony, LG etc. in a big way, we saw so many best-selling older players vanishing. But, Videocon could match up. Competition is not necessarily always a bad thing. Dynamic and well-prepared businesses, can be helped by competition like nothing else.
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