Happy New
Year was the year’s most anticipated film. With an ensemble star cast and of
course being Shah Rukh Khan’s
Diwali release, there were high expectations from it. In terms of business,
even though the film has made it to the 200 crore club domestically, the
performance has been much lower than expected. A reader tells us what
worked for Happy New Year in terms of marketing but why the film could not
perform that well.
It was a new
way of promoting the movie by going every corners of the country and almost
covering the globe. It was the producer who played the lead role who took the
initiative and the strategy was a novel one to make sure the audience
irrespective of his fans or not were made aware of the release of a big
budgeted movie in terms of production as well as promotion costs. The trick
worked very well on the first release day by collecting a mammoth total around
44 crores that not even any Bollywood movie had ever thought about.
Now, the
movie on its 20th day after the release is standing at a total domestic
collection of 200.50 crores. If we are deducting the first day, it could only
gather around 156 crores in 18 days. Movies like 3 Idiots, Kick, Chennai Express, Krrish 3 and
the reigning topper Dhoom 3 were
able to collect much better collections, among which only 3
Idiots can only claim
a well-crafted script and story.
So it
clearly says that the movie was disappointing to the viewers and also to the
distributor (YRF) which they have to compensate with the movies like Kill Dil which is releasing on November 2014.
The producer stays happy as he got the ROI before the release itself. So he can
celebrate the New Year happily.
Coming to
the roles of other actors like Boman, Sonu, Abhishek, Vivaan, Deepika, and the
director. Rather than acting or directing, their main role was like sales
executives of the company trying to impress a customer to buy their product.
They proved to be good at their jobs and it was only the product which made the
customer dissatisfied. They might have also travelled more for promotion and
spend more time compared with the actual shooting schedule. Hope they have
compensated well also.
As a
suggestion to the producer, who is one of the top actor in India, in terms of
the fan following around the globe, he could make some good movies which can be
commercially successful like Kal Ho Na Ho, Veer
Zaara etc which has
the caliber to collect more than 300 crores in the present circumstances and
can take the industry to a higher level which we all are expecting from him.