Big Budget Film's 'Buy-One-Get-One' Offer

Producers enter into making films with passion and high ambition. They line up funds to make films with stars, only to find that the traction falls short of expectations. In such situations, they sometimes become desperate, seeking ideas to fill theaters.

Recently, the Bollywood film "Teri Baaton Mein Aisa Uljha Jiya," starring Shahid Kapoor and Kriti Sanon, received mixed reviews and is struggling to attract audiences. So, the producers decided to implement a 'buy one, get one free' offer. Yes, starting from the end of the weekend, they introduced this promotion, offering the second ticket free upon the purchase of the first one.

While this strategy may work in some areas sporadically, overall, it proves to be a fatal move for the film industry and other upcoming releases. Because those who wish to see the film on the first day often do not prioritize the ticket price. However, if they anticipate a price reduction within a few days, many may choose to wait. Moreover, family audiences may not wish to see the film immediately, expecting such a 1+1 offer.

Additionally, such offers can create the perception that the film is not performing well. Whatever the case, the loss is felt by the distributor's investment.

The bottom line is that, regardless of marketing gimmicks and discount offers, the film business never thrives. It's the content that speaks, not the discounts. When there is rich content, audiences are willing to pay premium prices. If that fails to attract them, they may not even watch for free. The makers should understand this fundamental aspect of the film audience.