Diwali is the festival of lights, of hope for a brighter and better new year. Diwali spreads good cheer. The festive occasion also prompts people to visit cinemas to catch the latest film releases. Whether a film, released in the Diwali week, ultimately works at the box-office or not but the Diwali release schedules invariably create a greater buzz than the film releases of other weeks. Sadly, that excitement is almost completely missing this year.
First things, first. The missing Diwali excitement in no way means that all is lost. What is actually lost this year is the thrill of awaiting a Diwali release. Whether the films ultimately work at the ticket counters will depend on their content and how it is received by the paying public.
Firstly, films have been flopping so badly and so consistently in the last several months that not just the public but the industry people also seem to have lost confidence in Bollywood films!
The reasons for the missing anticipation are several. Firstly, films have been flopping so badly and so consistently in the last several months that not just the public but the industry people also seem to have lost confidence in Bollywood films! Secondly, both the big Diwali releases — Ram Setu and Thank God — have not generated the kind of excitement one has associated with Diwali releases over the years. It is very difficult to explain but the mere announcement of a film’s release in the Diwali week sets the adrenaline rushing. At least that is what used to happen year after year. But neither did the announcement of the release dates of the aforementioned two films create that kind of thrill in the minds of the potential audiences nor did the excitement build up with each passing day. The promotion campaigns of both the films do not befit the canvas of the films. Perhaps, it is the fear psychosis in the trade that has prompted many producers to drastically cut down on their promotion and marketing budgets so that the burden on the film is minimised to that extent. As films have been bombing at the box-office with alarming regularity, producers don’t want to waste even a rupee extra on their film’s marketing and promotion. Many producers would rather release their forthcoming films with minimal promotion than ‘risk’ more money than what has been expended in the film’s making!
Both the big Diwali releases — RAM SETU and THANK GOD — have not generated the kind of excitement one has associated with Diwali releases over the years.
Given the low excitement levels, it can safely be assumed that the two films will not create the usual Diwali euphoria on the day of release (25th October). It can also be said that the opening day’s collections of both the films will be higher than the hype around them — and that’s only because they will be releasing on a festive day (a day after Diwali (Laxmi Pooja)).
The opening day’s collections of both the films will be higher than the hype around them…