He vicky kaushal and Sara Ali Khan-directed by Zara Hatke Zara Bachke is showing strength in collections on Monday and is on track to emerge as a clean hit. According to early trends, the film is looking to gross in the range of Rs 3.50 to 4.00 crores on its fourth day, taking the total collections in the range of Rs 25 crores. The wait on Monday confirms a PASS status for this director by Laxman Uttekar as the film now has a chance to earn Rs 50 crore in the long run.
Deciphering the Buy 1 Get 1 Model
Zara Hatke Zara Bachke has benefited from the Buy One Get One Free offer, but that’s not the only reason she’s received so many steps. There is audience appreciation for the content, which ensured an upward trend over the weekend and now holds on Monday as well. However, the Buy One, Get One Free offer is not a sustainable model for movies in the long run, since after spending time and money to make the movie, you are literally giving away tickets to see it. So the producers end up taking only 30-35% of the revenue instead of 50% of the revenue in Week 1. It’s like a populist incentive/measure followed by political parties to entice voters to vote for they instead of competition at the cost of taxpayers’ money, but here even the cost belongs to the producer. It’s like a new way of buying tickets and an additional expense for producers on top of marketing costs, talent cost, and the film’s budget.
The merit in return is a great incentive for the public to enter the movie theaters by getting a free ticket. The public and the owners of the theaters are the winners, but it is necessary to create an ecosystem in which everyone benefits, including the producers. The free tickets also ensured a larger sample size for the film, which in turn helped word of mouth spread faster than expected.
A low pricing model coupled with discounted food and beverage would probably be better and give the audience the incentive of affordable tickets and groceries. Sustained efforts in reducing FnB and ticket prices will ensure a win-win situation for all concerned. The move has paid off for the ZHZB producers as it got them admitted and a key reason also lies in the fact that the film has been liked by audiences. In the event that a movie does not get patronage from the audience, there is a chance that the producers will also get negative participation.
The focus must shift to good music.
Moving on to Zara Hatke Zara Bachke’s business, the film has been appreciated by the audience and the weekend performance can be credited as the culmination of the music as well as the right intent shown to create the pre-launch talk by part of the main couple: Vicky and Sara. Without the Buy One Get One offer as well, the film has exceeded all expectations when it comes to BO execution as the 3 day deal would have been around the Rs 17 crore mark. Zara Hatke’s march Zara Bachke also focuses on the importance of “ORIGINAL MUSIC” in modern times to leave its mark on the public. It is not always about SUCCESSFUL music, but about the “RIGHT ORIGINAL MUSIC” that is in tune with the world of the film.
Audiences will see a Punjabi dance number in a film set in Lucknow as a standalone music video, but a soulful Hindi tune will always be a plus to help create a conversation around the film. It’s always about the right music for the right movie. But all said and done, it’s a win for the team and the hope now is to see how well it performs in the next 10 days until the release of Adipurush.
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