Post-pandemic box office recovery flops in small towns | Techno Glob


New Delhi : The post-pandemic box office recovery has not been as strong in small-town India as it has been in big cities despite some hits like Brahmastra, RRR and Gangobai Kathiawadi. Trade experts and theater owners say these films manage significant revenue, benefiting from higher ticket prices in multiplexes, failing to find an audience in tier-II and tier-III cities. On the other hand, small towns are deprived of commercial mass market fare, with Bollywood’s most recent star vehicles, Vikram Veeda and Doctor Who failing. In fact, many single screen owners say that distributors are either refusing to supply them with films, pushing their business or asking for maximum number of shows for their own film. The same titles kill the opportunity to collect.

“It is fair to say that films are still not being made in tier-two and tier-three cities, and the reception of the latest titles is not up to the mark,” said film producer, trade and exhibition expert Girish Johar. Trade and exhibition expert Girish Johar said. Initially there was some traction for the superhero flick Brahmastra due to the scale of the production and visual effects, but trade experts like Johar say this has waned.

Meanwhile, another recent star vehicle Vikram Vedha starring Hrithik Roshan and Saif Ali Khan, an urban thriller, was also targeted at multiplex audiences and struggled to make it past. 70 crore mark despite the big names.

Of course, the potential of cinema in small towns is often overlooked. For mass-market commercial films, small towns can contribute more than 70% of the total collection.

Hindi filmmakers have stopped making family films in small towns, said Pranav Garg, managing director of Maya Palace, a two-screen cinema in Muzaffarnagar. “We’re constantly getting inquiries for movies that people can bring their families to, and we have a few to offer them. Also, everything is available on OTT at nominal prices within a few weeks of the theatrical release when the prices of the films were not lower than Brahmastra, which also had a 3D version. 200,” added Garg. While the audience has started waiting for dubbed South Indian films recently, most have been disappointed with the Hindi version of Mani Ratnam’s historical drama Puneyan Selvan-1, which was just made. 22 crore in the North Belt on its late September release. Garg said that a film like Brahmastra also benefited from the attraction in urban multiplexes, and unlike Baahubali, another film with fantasy elements, did not have an emotional connection with the audience in small towns.

Hollywood is not bringing enough returns either. Garg, who saw enthusiasm for the superhero film Thor: Love and Thunder waning significantly after the first few days, anticipated the inevitable draw for recent American titles like Bullet Train and Resident Evil: Welcome to Raccoon City.

Parveen Chalkawar, director of Preethi Cinemas in Parbani, Maharashtra, said that around 80 percent of single screens in smaller towns have not been able to upgrade their infrastructure and facilities to attract viewers to these latest films, even though they have some appeal. Manage to find.

“These are not cinemas where women or family audiences feel safe. Also, distributors do worse by asking smaller cinemas to pay a roughly fixed guarantee 1 million weeks before they agreed to supply the films in the first place. This leaves them with no margin to work on improving bathrooms, food and beverage options or seats,” said Chalkawar.

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