As movies, Haider and Bang Bang can’t even be mentioned in
the same breath.
A film like Haider is rare while Bang Bang is your
run-of-the-mill, mindless entertainer.
Haider is a political commentary narrated and enacted with
artistic brilliance while all Bang Bang has going for it is flair.
Haider is leagues, miles and few hemispheres ahead in terms
of quality.
But commercially the tables turn. Here is a comparison of
the distribution and the earnings over 5 days.
|
|
Bang Bang
|
Haider
|
|
No. of screens (domestic)
|
4500
|
1250
|
|
5 day earnings
|
200 crores +
|
40 cr.
|
The difference is telling.
Hiader runs in roughly 1/4th the number of
screens. And earns 1/5th the revenue of Bang Bang.
You could argue that at a revenue/cinema conversion, the
earning is roughly the same. But as the days pass, the gap will remain in terms
of overall revenue. Bang Bang will cross 300+ crores while Haider will struggle
to reach even 75.
Even in terms of satellite rights; here is how both movies
stack up:-
Movie channels know that the repeat value of a Bang Bang is
higher than a Haider. More people are likely to watch 10-15 minutes of the
former, repeatedly vs. Haider’s appeal will not last beyond the first viewing.
This begs the question – why is it that such an irony
exists? Why can’t a movie with superior content gain mass appeal?
For this, we need to look at the key circles of distribution
for Bollywood films.
|
Bombay circuit
|
Mumbai, Gujarat, Goa, parts of Maharashtra
& Karnataka
|
|
Delhi circuit
|
Delhi,
Uttar Pradesh & Uttaranchal
|
|
Nizam circuit
|
Hyderabad, parts of Maharashtra, parts of
Andhra Pradesh & Karnataka
|
|
East Punjab circuit
|
Punjab, Harayana, Chandigarh, Himachal
Pradesh and Jammu & Kashmir
|
|
Easten circuit
|
West Bengal, Bihar, Jharkhand, Orissa, Assam
& North-Eastern states, Andaman & Nicobar Islands and Nepal
|
|
C. P. Berar circuit
|
|
|
Central India circuit
|
|
|
Rajasthan circuit
|
Leaving South out, there are 7 major circuits. Of these, a
film like Haider would get a substantial release and occupancy in just two – Mumbai, Delhi; not the circuits, but the cities. In the rest, it is
simply not a viable proposition. It will get a limited release.
It comes down to just one reason – the motivation to watch.
For 85 – 90% of the cinema visiting, multiplex and single screen visiting
population in these circuits; ENTERTAINMENT is the only legitimate reason to
spend Rs. 500/- for a movie outing. For that cost, they are unwilling to accept
movies that are intellectually challenging.
And even less so; if the movie makes them face an
uncomfortable reality of the world they live in.
Contrary to popular belief, it’s not an income based or
education based divide. It’s just a deep rooted mindset towards cinema. It’s
role is that of a mood enhancer, not that of a thought provoking medium. It’s
why mediocre Salman Khan flicks and re-cycled SRK romances do the business they
do.
Socially relevant messages are not a recipe for failure.. 3
Idiots, Munnabhai, Taare Zameen Par point to the contrary. But they did well
because their primary motivation still remained entertainment. The sweet spot
between preaching and entertainment got hit; which made them as popular as they
were.
We are an India of two “viewing” classes. The significant
mass and the insignificant rest.
We are the insignificant rest; who will appreciate superior
cinema. But just like our vote doesn’t swing elections, our “bums on the seats”
don’t make a major dent to box office collections.
For the rest; like Vidya Balan said in Dirty Picture – “Audience
maangti hai ENTERTAINMENT, ENTERTAINMENT, ENTERTAINMENT”….
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