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.