Will Black Booking Solve the Problem?

"Blockbuster Super Hit… Sensational Hit… Movie of the Year… Super Hit Movie"—these phrases are common in movie advertisements across newspapers and TV. The logic behind this strategy is simple: if people believe a movie is a hit, more audiences might be drawn to theaters.

However, this trick has long lost its effectiveness. While new phrases have replaced the old ones, audiences have stopped falling for these marketing gimmicks. So, how do filmmakers ensure audiences flock to theaters? This is where the concept of "Black Booking" (also known as Corporate Bookings) comes in.

When a movie releases and fails to attract crowds, producers or even lead actors themselves buy bulk tickets. They then showcase on platforms like BookMyShow that tickets are sold out and claim massive collections. Some even place "House Full" boards outside theaters to create hype.

Filmmakers believe this strategy can manipulate audience perception, making them think the film is a success, thereby increasing actual footfall in theaters. Currently, Bollywood has widely adopted this corporate booking trend, with both small and big films relying on it.

But is this a real solution? Can Bollywood overcome its box office failures through corporate bookings? The answer is a clear no. This trick only works for the first 2-3 days of a film’s release. Beyond that, genuine word-of-mouth reviews determine a movie’s fate. No amount of black booking can save a film with bad content.

A few months ago, Alia Bhatt's film tried this strategy, but it failed to change the outcome. More recently, an Akshay Kumar film also used this tactic, showing over 50% of tickets sold on apps like BookMyShow. Yet, everyone knows how that film performed at the box office.

Even the recent Bollywood blockbuster "Chhava" faced allegations of black bookings in its early days. However, in this case, the strategy seems to have worked.

Overall, black booking is nothing more than a temporary trick. While it may help secure better OTT and satellite deals, it is not a sustainable solution for box office success. A movie ultimately needs strong content and positive audience reception to succeed.