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Son of Sardaar: How the film has become a hit despite criticism
wall-D | November 17, 2012, 11:25 PM | 36 comments | 0 views


‘Son of Sardaar’ is minting money at the box office despite receiving poor reviews from the critics. As per trade analyst Taran Adarsh, the film collected Rs 26.93 crore in first two days. The film is expected to continue its good run at the ticket window for some more days and that is likely to turn it into a hit film, but this situation gives birth to a question that what exactly is making ‘Son of Sardaar’ a cash magnet?

‘Son of Sardaar’ did not lose the first battle of publicity against ‘Jab Tak Hai Jaan’ and that paid back the film in a good way. Firstly, it gained the faith of the public that the film could be good because they are not bowing down against a bigger film.

Secondly, the legal between Ajay Devgn Films and Yash Raj Films got ‘Son of Sardaar’ the much needed attention.

The film released on Diwali and due to the fact that there were only two films, ‘Son of Sardaar’ received its share. If reports are to be believed then ‘Son of Sardaar’ released in 2000 screens against 2500 screens of ‘Jab Tak Hai Jaan’, which was more or less a fair screen sharing. It fetched the audience’s attention towards the alternate of ‘Jab Tak Hai Jaan’.

The credibility earned by Ajay Devgn in last couple of years is also an important factor. ‘Golmaal series’, ‘Singham’ and ‘Bol Bachchan’ have brought him in the big league, and people have started to find him an actor capable of providing ‘entertainment’. His association with Rohit Shetty has produced some successful comedies in the recent past and ‘Son of Sardaar’ looked similar to Rohit Shetty’s films in promos, this probably enticed the spectators.

It seems the Indian audience views films primarily as a mode of entertainment. The trend has gained more currency in recent times with stylish films making a mark at the box office, ‘Son of Sardaar’ fits into this category.

‘Son of Sardaar’ has all the basic ingredients of a commercially successful Bollywood film including a good star-cast, hit songs and a huge canvas.

Further, India has a tradition of accepting slapstick comedies. ‘Son of Sardaar’ is cleaner than many of the ‘so called’ comedy films which possibly invited the family audiences.

Together all these reasons were capable enough to pave the way for its initial success.

 

http://ibnlive.in.com/news/son-of-sardaar-how-the-film-has-become-a-hit-despite-criticism/305987-8-66.html

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36 COMMENTS
  1. Tiger

    So we can formulate a linear expression: SRK=Sallu +Sanju+Ajay. King Khan can trounce any opposition. I can see the success of JTHJ is paining Wall D’s butt.

    1. Nirjhar

      Dude you forgot to add Sonakshi, Juhi Chawla, Mukul Dev, Bindu Dara Singh’s name … and JTHJ had only one notable pillar – SRK, you can reformulate the linear expression now!

  2. Tango

    Tiger – SOS has total release cost of 80-85 crore (worldwide) for EROS. It is not going anywhere in the overseas. In India it is at best at 50 crore nett, so beats me how it is a hit already.

  3. Tango

    Must also add that some sources say total release cost is 96 crore, but we are going with 80-85 crore.

    A 50 crore (the best total) means 30 crore distributors share.

    And if we take the best total for SOs we must also take best total of 61 crore for JTHJ.

  4. Tango

    Going through the article, it does not talk of a hit anywhere, unlike the title!

  5. Rosh

    I posted on this thread and it has disappeared :S

    Tango, why are you talking to yourself?

  6. Naveed_Dabangg2

    I can see the success of JTHJ is paining Wall D’s butt.

    What success?? Lmao at this deluded SRK fan.

    Keep the jokes coming Tiger :D

  7. Tango

    No Rosh dear I knew that you are sure to respond, so I was talking to you and you have made my day by responding :-)

    On a serious note, that is why editing in comments needs to be there as one can merge all comments in one!

  8. sanjeev-dabangg2-beats-ETT

    More than the collections of SOS I m surprised to see tango as a srk fan…

    1. Nirjhar

      Hahaha … same here Sanjeev, same here :D … or I wonder, did he make a pact with Jesus? :P

  9. Kunal

    Hhmm… Baaki anushka…kat… Yash chopra himself…baaki toh tha nh koi…akela srk hi tha…usne hi film banayi… Sb kuch ussi ne kiya!

  10. Shaan

    JTHJ a crap,boring,wasting time,wasting money and disappointed movie.on other side SOS is complete entertainment movie and Ajay is enjoying his success with SOS(must be 120+ cr movie)

  11. danish

    this is so strange!

    srk’s stupid fans want us to believe….

    1. a films starring srk, katrina (of 16 hits fame), anushka, directed by yash chopra (fees nahi leta tha kya uncle? bhookh se to nahin marr gaya?) shot in london, expensive locales, sets, costumes, props, chopper shots, has cost less than a film shot in amritsar and patiala, starring ajay and sonakshi.

    2. that SOS relegated to dilapidated bhijpuri screens, in most single screen dominatewd pockets, with ticket prices of 30-40 rs has had a fair release.

    3. and the best for the last….. a sharukh khan film that is poised to collects less than ra1, a year after it, is a hit film

    arrey chhodo ye sab cheap tricks. budget mein srk/director ki fees na include karna, subsidy ko income mein include karna, barter brand tie ups ko cash income mein include karna – all these are old tricks that srk has been trying since devdas in 2002. shudnt he be focussiing on increasing footfall for his movies as movies are abt fans – money can be made in construction business also, and notional wealth on paper can even be created in stock market.

  12. wall-D

    Very well said Danish. Srk should shift to some business, creative work doesn’t satisfy his hunger.

  13. RJ

    Brilliant set of points there Danish. Especially about SOS budget being more than JTHJ. Its such a laughable claim!

  14. danish

    @wall-d@RJ – thanx guys!

    the mani[pualtion of boxoffice results is not a big thing and shahrukh khan has been indulging in them for at least 11 years now during which he has had just two genuine successes – om shanti om and veer zaara. rest are all ‘fraud hits’declared with the help of 3 sources – komal (maid molester) nahata, taran(G) adarsh and bastards of india. this is how it worked

    devdas a 50 cr film had domestic collection of 38 cr (that is distributor share of less than 30 cr) and still is declared a hit by bastards of india.

    kal ho na ho again the biggest budgetted film of the yera shot entirely abroad was an under performer but declared a hit

    don – a clear flop was not given average or semi hit but clean hit status. srk’s fees was again not included in the budget

    kabhi alvida na kehna – even a bigger loss maker than don was declared – yes again a hit – not even average or semi hit

    rab ne bana di jodi – its blockbuster status is the biggest joke. again sharukh’s fees was not included i the biudget nor the bombay territory collections deducted from the total revenue
    my name is khan flopped in india but again declared hit – same technique as it was srk-kjo home (?) production

    ra1 – this was the biggest joke. oh have i said it before? this was the biggest joke of the century. the whole world knows ra1 was a flop. except the trade sites. subsidy gets included in collections, brand promotion barter deals (where producers provide footage and name of sharukh and the advertisers pay for television telecast of the ads) was valued at 50 cr (how?) and included in revenues.

    don 2 – it makes 10 cr less than ra1 and is declared a hit again

    and now the same thing will be happenning with jab tak hai jaan. i think they will continue unless shrk films start collecting 20 cr lifetime.

  15. Tango

    RJ – The budget was quite lower for Viacom18 and Ajay Devgn films, but they sold it at avery high price to the now worldwide distributors EROS.

    As is known the fate of the film depends on what it cost the distributors

    Here is the link

    http://indiatoday.intoday.in/story/son-of-sardar-jab-tak-hai-jaan-on-box-office-diwali/1/222135.html

    Eros has shelled out Rs.96 crore to buy the distribution rights to Viacom 18′s Son Of Sardar, the biggest amount ever spent on a film so far. The banner has been confident that Ajay’s film would rake in much more than Rs.100 crore at the box office.

    The two big banners — Eros and Viacom 18 — have joined hands to take on Yash Raj Films’ Jab Tak Hai Jaan.

    Read more at: http://indiatoday.intoday.in/story/son-of-sardar-jab-tak-hai-jaan-on-box-office-diwali/1/222135.html

    1. sanjeev-dabangg2-beats-ETT

      Tango bhai do you think eros is so clever that they will expect 100 crores distributor share from SOS that too with a clash against JTHJ?
      if it really happened then either Ajay must be a god or eros must be owned by a 9 year old kid to make such a deal.

  16. Jasp the Wasp

    The only manipulation is Danish’s non-stop ranting which he has never stoped and never will stop, unless he is placed in a mental asylum (and that day may not be far).

    I sound harsh and abusive but some people deserve much worse.

    1. FS

      you are back to your senses :rofl: Felt some difference in your commenting style for few days may be it was due to madness of IIT I guess :P

      1. sanjeev-dabangg2-beats-ETT

        Till few days JTW was hoping that JTHJ will cross 190 crores. but now he has seen the clear picture and hence has come back to his level

        1. Jasp the Wasp

          Uh huh? Tell me when I aimed for 190 crores for JTHJ? Or are you confusing it with Talaash? :P

          As for my level, dogs bark but that hardly has any effect on passers-by, does it? :P

          1. iitianWay

            for “dogs bark ..elphent walk…etc”…waale ke liye i have new dialogue…

            >> When i walk ..dogs bark but I dont have to prove to every dog that i am not a thief. < <

            ;)

  17. dark

    son of sardar is definetly a success
    but jthj will be paid success

    but sos type films r made numerous times
    but films like jthj r masterpiece ,cult one

    1. Jasp the Wasp

      JTHJ will be paid success in as much a way as OSO was.

  18. RJ

    Tango – just think about it. Does spending 96 crores seem like a profitable proposition just to make a little over 100 cr? Seriously?

    Put it up on interest and wont you earn much more? Its illogical from any aspect. If eros were to burn their fingers in the case of a flop, wouldnt that be riskier than the thought of making a profit of just a few crores???

    And coming to think of it, SOS was not even the “big” one this Diwali. And to top that, screens were taken away from it. So much for being sold at a high price. If Eros is thinking business, do you really think it would invest so much, with pretty much most of the factors going against them?

    And lets face it, Ajay D is no Salman Khan in the current scenario.

  19. Tango

    RJ- there is where Amir scores. Always sells his films at reasonble prices.

    EROS have always paid much more than film deserves, like for RA.One.

    1. Rosh

      @Tangoji, what is your verdict on Ghajini? If we believe that he sold it for almost 100 cr in 2008 then based on distributor ROI it wouldnt be a BB/ATBB, and he sure didnt sell it at a reasonable price

  20. RJ

    All said and done Tango, 96 crs is just way too exaggerated a figure. I dont see anything more than 60-65 and that because its a Diwali release.

  21. Rosh

    Agree with RJ, considering India’s high interest rates, EROS would need an internal rate of return of at least 20% on any projects they take. Considering how risky film projects tend to be, it would in fact be well over 20% IRR. Basic corporate finance.

    1. Jasp the Wasp

      Even I find 90+ crores distribution prices to be ridiculous. 65-70 crores is within very good limits (actual budget, of course, will be even lesser). This is where YRF has an advantage (and a big one) – they distribute their own film and hence the profit is all theirs. I had thought that by now at least one more production house would have gained the confidence to release their own films, but that has not happened yet.

  22. danish

    @jasp the wimp – there is no point getting personal. can u deny any of the following facts

    1. devdas budget was 50 cr india gross was 38 cr

    2. don, rab ne.. don 2 verdicts are given without including srk’s fees in the cost.

    3. ra1 was a clean flop with less than 80 cr distributor share for a 150 cr film

    4. hasnt subsidy been included in srk’s films’ revenues, so also ‘notional value’ of brand co-promotion.

  23. Tango

    Rosh – My verdict on Ghajni does not matter. I am like a drop in the ocean

    But yes, I have said it time and agin (with all chances of being dubbed an Amir hater) that as per me Ghajni barely made a 15-20 crore profit on an investment of about 60-65 crore.

    I have just clarified on the budget issue of SOS. Cnnot speak on why and how EROS went ahead and bought SOS for such a high price.

    Regarding SRK’s fee for JTHJ, I have heard (if I had confirmed news I would have put it up) that SRK will take home 15-20 % of the profit from worldwide theatrical run.

    But jaisa maine bola, I believe in proofs/links and documents. So, till YRF provide that I cannot put it up officially.

    1. Rosh

      Thanks Tangoji

      Yeah, what we all say doesnt matter, the people who financed the movie will take their profits back and only they know how much.

      But we have to be consistent in our verdicts and the way we derive them. So as long you are looking at distributor profits / distributor ROI for Ghajini, SOS and JTHJ, thats perfectly fine.

      BTW for JTHJ, distributor profit and ROI would only be taken after discounting actors share (15-20%) as well as, ideally, producer’s share. Since YRF is both producer and distributor, that makes your model biased.

  24. Rosh

    To state for the record, I dont believe in ROI because of the same very obvious reasons – Producers can maneuver around to get a better ROI (exclude actors fees/director fees), distributors can pay too much – doesnt change the fact on how much the movie was liked and accepted and various others.

    I look into nett income alone (for a given release size) to determine verdicts – quite rudimentary and subective, but that is also the fundamental definition behind hit/superhit/blockbuster etc. The basic premise is if it meets expectations it is a hit, if it exceeds expectations it can be superhit/BB/ATBB

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