1920 – Evil Returns Beats Heavy Promotion Spend Films-BOI

Saturday 3rd November 2012 14.30 IST

Boxofficeindia.Com Trade Network

1920 – Evil Returns has recorded better opening day collections than many medium budget films which had a big publicity spend like Kahaani, Gangs Of Wasseypur, Ferrari Ki Sawaari, and English Vinglish.

The publicity expenditure on these films was as much or more than the total cost of 1920 Evil Returns but all these films recorded lower opening days than 1920 – Evil Returns which had very little publicity.

The heavy publicity must be for the initial as there is no other reason for such cost outlays but when sub 3 crore collections are recorded with heavy spends there must be a disconnect somewhere.

It can be argued that these films are only putting up these numbers due to the heavy publicity spends but how much lower can a English Vinglish go than a 2.25 crore nett day one or a Kahaani (2.85 crore nett day one) with less publicity.

A Kahaani works and sustains supremely well and emerges a hit but with the likes of Gangs Of Wasseypur, Ferrari Ki Sawaari and English Vinglish its the heavy promotional expenditure that keeps them down.

The difference with 1920 – Evil Returns is that the limited publicity spend gives the film chance to emerge a hit if the content works but with the others mentioned above huge sustenance is needed which only Kahaani managed.

A heavy promotional outlay will always be a heavy burden on a film unless it actually works and gives the desired results.




  1. Dr.Nisheet
    November 3, 2012 at 6:28 PM

    1920 was a successful movie and this is its sequel…so obviously opening will be on par with other NEW small budjet good movies which were making their debut…the answer will be there when KAHAANI 2 releases…..part 2 is good if it goes long way like KAhaani or even makes franchise more powerful…only opening is not a criteria…

  2. harish
    November 3, 2012 at 7:04 PM

    So 1920 Evil Returns opened bigger than Joker congrats to 1920 Evil Returns for this big achievement. Some members in NG are saying this is Akshay Year, so in same year Aftab Movie movie openes bigger than Akshay movie is big news and that too Joker released this year. It clearly shows script is the king not stars.

  3. Phantom
    November 3, 2012 at 8:32 PM

    Wow.. 50 lacs more than joker.

    Is it so easy to defeat akki?

    Last year mimoh nd jacky bhagnani did and this year aftab.

  4. wall-D
    November 3, 2012 at 8:47 PM

    Again wrong analysis by BOI, when 1920 was released in 2009. It was promoted heavily and still could open only at about 1.25 cr. but later went on to collect 10 cr on good trending. Thats why it was success.’If sequel of Kahaani or EV are released, they will easily beat opening of previous films

  5. wall-D
    November 3, 2012 at 8:55 PM

    1920Evil returns is released on appr 1100+ prints, EV(Hindi) was released on 600 cinemas as published by BOI themselves in weekly chart. Even, kahaani was small release on 800 prints. Then, how EV, kahaani are worse opening than 1920 Evil returns. Now, What happened to their theory of avg per print.

  6. harish
    November 3, 2012 at 9:01 PM

    Ank emotional kyun ho rahe ho? Chalo Joker opened bigger khush. But in final tally 1920 Evil Returns might cross Joker which will be a big achievement. Plus instead of worrying about this thing we should worry for Khiladi 786 as per reports Talaash has booked all major Screens for 1 month and Mhiladi 786 will be left with 70 Screens for 1 month Akshay will be filling the case as soon as Khiladi 786 will be on verge of release.

  7. Aditya007
    November 3, 2012 at 10:44 PM

    ”Plus instead of worrying about this thing we should
    worry for Khiladi 786 as per reports Talaash has booked all major
    Screens for 1
    month and Mhiladi 786 will be left with 70 Screens for 1
    month Akshay will be filling the case as soon as Khiladi 786 will be on verge of release.”

    Ha ha ha Yaar even dont know How box office work , yaar Harish k786 is coming after 1 week release of Talaash ,so Screen Space will surely reduce in compare of its 1 week,then how can You say? & If you compare as a actor Akshay’s K786 with Ajay’SoS release than it’ll be worse case for screen space concerned. Promo ,Buzz ,Songs are much appeal than Talaash & it was massy even You may cheak at twitter . If it release same day ,than exhibitore prefer k786 over Talash. Sure!!
    BTW Jthj ko dekho wo Kahan ja rahi hai..Sos is going for Cruss it.

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