BOX OFFICE NUMBERS: REALITY OR PROPAGANDA?
After the row on BO numbers and the need for transparency, the film fraternity talks about how these figures influence the audiences
This practice is only in films. No other businesses reveal what they earned within days of releasing their projects.
ANEES BAZMEE DIRECTOR
When the audiences know that X number of people have seen the film, they do get inspired by the figures.
BHUSHAN KUMAR PRODUCER
The audiences are used to getting box office numbers but whether they will watch a film or not depends marginally on the figures.
ANUBHAV SINHA DIRECTOR
For years now, industry trade experts have been releasing box office figures to the public. Earlier, they were revealed after a week of a film’s release but soon the trend was all about weekend collections, which could make or break a film. And, of late, trade pundits track the business of every film from the moment it releases on Friday till Sunday and beyond.
When four trade experts announced four different figures for the Diwali release, Housefull 4, a producer Ronnie Screwvala tweeted, asking them not to share inflated box office figures but give out authentic numbers. “Isn’t it time everyone reports Box Office numbers accurately! @KomalNahta @taran_adarsh... accuracy of information builds CREDIBILITY which the movie industry needs so badly ... and not sure how long-to appease egos will Studios and all keep encouraging pumped up data on numbers,” he wrote in his tweet. He also clarified that he wasn’t talking about Housefull 4 but the practice in general and that he hoped for transparency in the movie industry. The tweet sparked a debate about the credibility of box office numbers.
Trade analyst Komal Nahta responded by saying, “the producers/distributors/ exhibitors need to give the real figures” while film distributor Akshaye Rathi, who agreed with Screwvala, said, “Collections don’t need to be in the public domain. Only the stakeholders (the studios, talent, producers, distributors, exhibitors and tax collecting authorities /govt) need to know them. Putting them out does more harm than good to the sector.”
After the speculation about the box office numbers of Housefull 4, actor Akshay Kumar spoke up and insisted that the figures were correct and that the media can call theatre owners to check. He said, “There is a studio called Fox Star Studios (involved with the film), it has big credibility. It runs from LA. It is not possible (to fudge). We should use our brains. They make films of millions and millions of dollars. So, let’s talk sense,” he said.
We asked industry experts if it is necessary for the audiences to know about the box office numbers and if they impact their choices? Filmmaker Bhushan Kumar, says, “When the audiences know that X number of people have seen the film, they do get inspired by the figures.” He adds that there have been cases when big budget films haven’t worked after a superb first day collection and “ultimately it’s the quality of the film, the story, the star cast that draws the audience”. “A film like Housefull 4 didn’t get encouraging reviews, but it has worked wonderfully which means there is an audience keen to watch that kind of cinema,” he says.
Director Anubhav Sinha, calls box office figures “propaganda.” “The audiences are now used to getting the box office numbers but whether they will watch a film or not depends marginally on the figures. It adds to the perception that here’s a big film, making money, which is a success. They want to go see it. We should be honest about the numbers, but we are living in times where we have to shout from rooftops about how much money the film made.”
Director Anees Bazme says this practice is only in films. “Earlier, we would mention that a film is a hit, super hit or a blockbuster. These words affected the audience. Now, box office figures are needed to bring in more audience. No other businesses reveal what they earned within days of releasing their new product. Films are ultimately a product,” he says.