The Curious Case Of Paan Singh Tomar : Shailesh kapoor

A part of our work involves evaluating film campaigns against a set of consumer parameters. The three big parameters, that dominate all others, are: A big star, two hit songs, and a youth friendly genre (read comedy, college or romance).

As a thumb rule, if a film gets at least two ticks on the big three parameters, it is likely to open fairly well at the box office. Thereafter, a strong Word of Mouth (WOM) is required for the film to sustain. But that typically comes into play only Monday onwards. If the first weekend doesn’t deliver, it is almost certain that the film will die a natural death, no matter how respectable the WOM is. Band Baja Baaraat has been the only exception to this rule in the last two years.

Hence, the big three parameters become supremely important. Let’s apply them to the Paan Singh Tomar campaign. Big star? No tick. Two hit songs? Not even one, so no tick. A youth friendly genre? Far from it, no tick. Disastrous! What makes it worse is that the campaign didn’t even have reach to begin with. In the week of Feb 20-24, only 14% of regular cine-goers were even aware of a film called Paan Singh Tomar. The reach increased to 28% in the week of release (Feb 27-Mar 2), but was significantly lower than 72%, at which London Paris New York, the other release from the week, stood.

Producers UTV had probably done their own share of ticks and seemingly given up on the film. No wonder then that Paan Singh Tomar opened to near-empty houses on Friday morning, in a very limited release. That its shows were not canceled was itself an achievement.

Cut to Friday evening. Something unique and rare was beginning to happen. In a select but influential section of audiences in Mumbai & Delhi, an extremely positive WOM was beginning to spread. Occupancies picked up in the night shows, and the film closed the first day at a modest but more-than-expected Rs. 70 lakhs nett.

Come Saturday, the reviews (otherwise marginal to negligible in their impact) and the strong WOM were doing wonders in tandem. The limited released worked as a blessing in disguise. Because the shows were fewer in number, those who wanted to watch the film gravitated towards them, leading to some ‘housefull’ shows. Yes, that rare occurrence these days – a ‘housefull’ show!

Paan Singh Tomar closed its Saturday business at Rs. 130 lakhs, about 85% up from Friday. Sunday has only seen further growth, as the word continues to spread, this time to less influential (read more mass) sections of the audiences. Sunday business may cross Rs. 200 lakhs, meaning that the film has a chance of closing the weekend at Rs. 4 crore. That’s a number roughly in the same range as last week’s Jodi Breakers, which needed six weeks of incessant promotions to reach the 4cr mark, only to sink Monday onwards.

Paan Singh Tomar is unlikely to sink any time soon. Its momentum will take it to the next weekend for sure, where it will find another worthy competitor in Kahaani. Before that, there’s the mid-week holiday on account of Holi. Clearly, the journey has only started.

I like this ticking business. More often that not, it gives you a strong sense of what the fate of a film will be. But I like it even more when there comes a film once in a while, that manages to break the rules and challenge the norms. A film that reinforces our faith that in the mathematics of the box office, there is some space for good content after all. That you can make a good film that’s not a “project”, and still make money. That is, if you decide to release it after all.

 

 

 

More power to Tigmanshu Dhulia for making a film that is sure to become a case study in modern Bollywood business. More power to Irrfan Khan for sweeping us off our feet with an incredible performance. I know many of you feel UTV didn’t do justice to the film, but still, more power to them for daring to pick such a subject, and actually releasing the film. Imagine, it could have been much worse. The project may have never been green-lit to begin with. Or just premiered on television, with a dozen ad breaks.

The truth is that Paan Singh Tomar is running a real race at the movies this March. So be prepared for many medals!

 

http://shaileshkapoor.com/2012/03/04/the-curious-case-of-paan-singh-tomar/

7 Comments

  1. dwnpiyush
    dwnpiyush
    March 5, 2012 at 1:11 AM

    I will definitely watch this movie in a theater near me! Wednesday maybe.

  2. rajeev singh
    rajeev singh
    March 5, 2012 at 9:23 AM

    so now KAHAANI have a competitor, next week……..i didnt got tickets as it was shown in only one show in PVR hyderabad, that too was housefull on sunday, as expected……will watch it soon….

  3. Rahul
    Rahul
    March 5, 2012 at 2:16 PM

    going by the strong wom, it will be a fierce competitor for kahaani next weekend

  4. alizain2844
    alizain2844
    March 5, 2012 at 3:40 PM

    Watchd it here in Pakistan..
    It was ok.. not tht good tht was heard.. LPNY was beter than this one..

  5. rockie_c83
    rockie_c83
    March 5, 2012 at 10:44 PM

    This is indeed a MUST WATCH movie.
    I watched it online as this was not released in my city.

    Absolutely loved this movie. Another feather in Irfan Khan’s cap.
    This guy is just awesome.

    I might just watch it again today. Soo many memorable scenes.

  6. devz
    devz
    March 6, 2012 at 12:03 AM

    Irfan n dhuliya deserves ol the aclodes in the book for a movie vch v hardly get to c this days if this can provoke ol the film makers to a tell a story vch they believe in no matter wat the jonor or background s

  7. Shalu
    Shalu
    March 6, 2012 at 1:49 PM

    Awesome write-up! Paan Singh Tomar is going to go the Band Baaja Baarat way – only on the strength of great content.

Page 1 of 1

Post Comment

You must be logged in to post a comment.

sertraline hydrochloride 50mg benicar generic availability mavidol sl 30mg methadone antibiotics and birth control how long kemadrin 5mg hydrocodone cheapest place to buy viagra online pursues viagra with a gift card bactroban ointment reliability of canadian evista healthy meds desogestrel in birth control pills samonas realty portsmouth nh rx pharmacy viagra mumbai domperidone for sale viagra online next day delivery online medicine without prescription cramping after taking letrozole for fertility buying pregnisone from canada betamethasone ointment 0 05 duetact 30mg adderall cialis best price fast delivery cytotec online in usa lamictal rash symptoms consumer reports generic viagra yasmin pil perancang what is iraplax sertraline hcl 50 mg tab doxazosin cardura 2 mg cheap cialis in the united states sustiva and truvada combosynthroid was ist tadalafil diclofenaco de sodio voltaren lamictal bipolar side effects terbinafine hydrochloride cream for toenail fungus flomaxtra price of oil himcolin gel elavil for sleep disorder yasmine galenorn otherworld series list lesquina singapore sildenafil citrate 100mg pills price prednisolone acetate ophthalmic suspension usp 1 dog cytotec mexico ceftin antibiotic clavamox for cats online claritin d coupons july 2013 muscle relaxer mix with viagra accutane for acne bactrim antibiotic for sinus infection cordarone prospect park anxiety attacks while pregnant cyrux pastillas de leche strattera and weight loss side effects cheap kamagra pills uk prostata agrandada tratamiento natural meclizine 25 mg for vertigo acquista viagra online lipitor withpout presp finpecia canada celexa for anxiety percocet 10 mg baristanet bloomfield nj restaurants mercury drug store khasiat cialis tadalafil diarex pro series silicone lubricant temovate cream 0 05 uses for hydrogen pet meds canada no rx cytoxan and taxotere infusion no perscription prednisone canadian drugstores best viagra tablets in india rhinathiol expectorant cough suppressant medications without perscriptions tiotropium bromide inhalation powder premarin lawsuits drugs buy atenolol from mexico flovent diskus discontinued hyzaar online apertium wikitravel supreme suppliers viagra valtrex wholesale flagyl 500mg antibiotic dosage kegunaan amoxicillin tablet 216 walgreens pharmacy locations rxdiler store supply how to order sildenafilo without persci best price online cialis 10mg xalatan side effects blood pressure cialis 20mg kaufen accutane without a perscription ozomen tablet information in hindi avana apartments league city serpina pill forum hydroxyzine pamoate vistaril for anxiety fast delivery viagra obetrol drug abuse septra antibiotic side effects asacol side effects hair loss berodual prezzo fluconazole for yeast infections lidocaine viscous 2 dose medameds reviews for 50 voveran is it available in the us antibiotics for pneumonia treatment clomid stockist uk cymbalta and neurontin and weight gain lotrel generic drug pharmacie de garde brabant wallon thailand pharmacy nifedipine ointment side effects betacin tablets for toddlers your online pharmacy se cialis 20mg prices what is cost of levitra at walgreens cytotec for miscarriage protocol order domperidone mexico zantac side effects medication oxybutynin 10 mg cl er 0ne minute miracle inc viagrarock pills carbimazole tablets 5mg prozac for anxiety reviews aciphex generic available keflex 500mg cephalexin infections cialis 5 metrotab facebook home tadalafil 20 mg from canada drg puretone stethoscope diaphragms canadian viagra pharmacy clomiphene citrate side effects men percocet side effects percocet addiction furosemide online rezeptfrei lipitor recall information phentermine reviews weight loss decadron mail order singulair medicine for children venlafaxine er 37.5mg capsules side effects buy accutane no prescription canada clonidine uk rythmol propafenone cymbalta withdrawal symptoms list levitra prezzo in farmacia allopurinol drug interactions with tylenol cialis coupon discounts lasix overnight delivery where to buy ampicillin with paypal aap ki adalat tv serial buy accutane in large quanity aciphex canada drug store dove acquistare sildenafil brand cialis no rx on line valid naproxen sodium side effects cialis how long does it take to work buy xenical 120mg online verapamil 240 mg er capsules mobicox 15 mg indicaciones de la algodones pharmacy vitamin shoppe coupon code 20 got ciprodex in eyesciprodin dosage quinine sulfate leg cramps canesoral price of silver prices for donepezil medication without a prescription brand viagra angine dafalgan codeine mobicool mobile refrigeration equipment vitamin b12 deficiency symptoms and causes mayo clinic levaquin lawsuit settlements new jersey mobicox tabletas en cost of zoloft without insurance arcoxia 90 mg tablet amoxicillan without a prescription synthroid medication when to take wellbutrin xl 150 benicar hct 40 25 side effects laxadin tablets at walmart adderall xr 30 mg proscar 5mg cost progesterone levels during early pregnancy buy priligy dapoxetine online safely ciprolet para que sirve indian viagra tablet names cialis n0 prprsscription mupirocin uses bactroban acheter viagra pfizer losartan potassium hydrochlorothiazide generic zyvox lawsuits diazepam 5mg tablets tramadol side effects medications blood pressure arimidex medication finpecia reviews cipla elimite permethrin side effects difference between propecia and generic pillule viagra quebec safe cheap viagra sites online prozac for anxiety in dogs side effects of evista for osteoporosis actavis cough syrup uk myambutol ethambutol toxicity viagra indiano ca based viagra supply levamisole hydrochloride for sheep raymeds pharmacy schools uroxatral 10 mg patients definition pravachol medication side effects rimadyl for dogs side effects costco drug prices cefaclor 250 mg suspension reductil side effects doctor pharmacy express belize city belize ventolin 100 mg aciphex rabeprazole sodium side effects buy stillnot on line onlain filmebi qartulad non rx canada rumafen medicine buy generic viagra europe fasigyn 500mg diclofenac potassium cataflam over the counter inhaler 2013 amerimedrx scamper mebendazole dosage buy alli diet pill buying clomid online uk amoxil 500 mg coupon when will cialis come off patent prescriptions for cialis anafranil drug reviews antibiotics for strep throat treatment wie die oben schriftart di norlevo effectiveness of the pill levamisole wormer for sheep retin a no prescription adapalene differin side effects pheromones for men reviews cialis indian pharmacy lamisil liquid spray puretone stethoscope company c z pack dose 5 day overnighted vendita viagra generico in italia para que sirve el sildenafil counterfeit phenergan how to treat bacterial vaginosis lisinopril 10 mg clavupen 100 pfizer connection to care form insulin pump therapy propecia side effects treatment arthrotec 75 mg price metformina 850 para bajar de peso average price of cialis diane kruger movies ketorolac tromethamine injection dosage no prescription generic viagra pacific care vanuatu sureway construction alberta benoquin vitiligo buy 35 grams buspar side effects and interactions xenical side effects hair loss yasmine yousaf tumblr buy levlen online no perscription penicillin online no prescription trusted finpecia seller lipitor side effects muscle pain muscle pain in legs metronidazole and orange stools in dogs rxlist pill identification tool canadian prescription drugs online chloroquine dosage for children liquid dostinex uses hyper stimulation lipvas cipla india doxycap tablets for toddlersdoxyclindoxycyclduetact discount viagra from canada relafen 500 mg side effects glipizide medication generic names cialis viagra overnight delivery coumadin blood thinner testing machine can you buy cialis in dubai laxifen dosis de amoxicilina cardinal stritch university baseball ativan o vernight cipla fieldcall order levitra from canada zocor generics atepros drug emporium original extenze ingredients canadian cvs cardizem cd generic medoflucon 150 mg clomid how much does viagra cost baytril antibiotic for rabbits no prescription clavamox for cats thyroxine tablets to buy consultation online viagra best price cialis amiloride hydrochlorothiazide brand name ketorolac toradol action claravis reviews blogs boards how much vistaril overdose latisse online prescription levofloxacin hydrochloride tablet content marketing agency clozapine and agranulocytosis cymbalta medication dosage skelaxin 800 information venlafaxine for dogs best price ed medications desi viagra xalacom no prescription with viagra will i stay hard z pack antibiotic prices cafe racer haldol decanoate injection package insert where can u buy black rock like viagra nuvigil side effects forum buy arimidex online canada cockapoo information about breed zithromax side effects dose prochlorperazine best price aleve vs ibuprofen for arthritis pain canesoral duodenitis glucotrol side effects prozac for anxiety disorder fast shipping levitra obetrol adhd in adults clomid success stories with pcos cvs pharmacy in nigeria pramipexole in bodybuilding 5mg tadalafil generic allegra d coupons free generic tamoxifen clomiphene for women in store where can buy viagra medication comprar viagra en usa percocet dosages prescription para que es el neurontin 300 mg celexa withdrawal symptoms duration buy stratteraonline buy cialis uk levemir cost at walmart med cab reviews buylowdrugs comcast sunsuria bukit jelutong cycling cialis 20mg preis cialis canadian vitamix coupon code 2012 sito sicuro comprare cialis depakote sprinkles side effects in children cialis order online terramicina pomada para ojos 8mg suboxone strips edukacijski fakultet travnik lagatrim tablets for sale bactrim antibiotic side effects with alcohol buy generic viagra paypal medomycin antibiotics and alcohol cdc cefixime gonorrhea viagra generico en farmacia seroxat side effects antidepressant fentanyl transdermal system abuse buy abortion pill online now walgreens pharmacy drugs jasmine thompson wrecking ball who sell metformin metallica onesie mirapex er side effects venta de cialis en miami abilify side effects in women average price of viagra how too order cialis prednisone over the counter drug cheap propecia no rx rimonabant acomplia dosage instructions effexor withdrawal symptoms and help estradiol valerate pharmacy sildenafilo sandoz plavix coupons or free 365pills complaints about doctors albenza or vermox over the counter levitra without prescriptions 30 day supply viargra cefabiot 500mg amoxicillin how much do viagra cost accutane reviews side effects generac ciallis silagra 100 sildenafil citrate accutane online pharmacy methocarbamol robaxin abuse levoxyl side effects canadian propecia omeprazole dr 20 mg capsule myl pergotime in english language danazol 200mg information hairy men cipro antibiotic no perscription canada best price levitra 20 mg pharmacy technician training online cytotec medicine pregnancy zovirax medication for shingles starlix medication nateglinide vimax detox price doxitab 100mg benadryl propecia with visa tadifil 20 nexium side effects weight gain strattera tablets online detrol generic not effective perlutex information processing best pheromones to attract women cymbalta philippines new zealand domperidone synthroid dosage dose latisse side effects photos purchase bactrim antibiotic valtrex via internet ciales puerto rico restaurantes clopidogrel side effects stroke cleocin hcl 150mg capsules anti anxiety drugs canada how can i afford cialis comprar cialis elifemeds reviews of fifty nexium coupons for over the counter can you take klonopin with phenergan fucibet cream 30g buy viagra 3 days cialis prescription online astelin generic name clonidine medication for opiate withdrawal alli buy medsindia comcast internet kamagra 100 mg on line albuterol nebulizer prescription levothroid recall 2015 chevy levofloxacin 500 mg usage diclofenac over the counter equivalent sertralina efectos a largo plazo de la decadron dosage information qsymia buy online i want to buy original viagra motrin 400 mg orlistat iraplax imiquimod side effects nausea imovane zopiclone insomnia ventolin inhaler provigil vs nuvigil for chronic fatigue buy name brand viagra micardis telmisartan dose lipitor without prescription plavix 75 mg side effects fincar 5 mg india samonas realty greenland nh androgel testosterone cost buy seasonique online buy paxil online no prescription clozaril dosage schedule vitamin c graduation lyrics gupisone prednisolone 5 mg legal buy viagra online ireland fixime tablet condyline prospect buy viagra from china viagra probe analgin tablet 500mg buying medicaltion online lialda side effects mesalamine side catafast 50mg equals phenergan ampules without prescription zineryt prospect high school rx ok biz products cialis buy cialis 5mg online buy liquid viagra online onlind hyrdodiuril cardura xl package insert kamagra side effects yasmine petty bio viagra side effects in hindi flagyl 500mg for sale drugs online without a prescription buy doxycycline amazon cialis order by phone vira tadalafil capsules donepezil hcl medication tretinoin cream usp 0.025 0.05 and 0.1 buy silagra pills arava side effects leflunomide 20mg asthma symptoms in infants clindamycin phosphate gel 1 side effects benadryl dosage children crestor walgreens price o long 100 trimetabol ingredients to die acquistare cialis generico con ebay lopid 600 mg used for viagra and cialis samples from pfizer ic ciprofloxacin metronidazole overnight over the counter metformin benemid contraindications for tpa oxybutynin chloride 5mg tabs mometasone furoate cream 0.1 used for doxine 100 vilches beach resort in guimaras progesterone pills for pregnancy