Teri Baaton Mein Aisa Uljha Jiya has seen a buy one get one offer post the weekend which is a first though this offer has been tried over the opening day and weekend before. This is not ideal but the argument out there is that you get extra people to watch the film which can allow the film to the grow but if the film is good enoogh it will work anyway. 

So being done over the initial weekend is not really needed but sort of understandable that makers think their film is good and want to get a crowd in which is tough for films without urgency within public. But when it happens post weekend it becomes dangerous. This week it has been done by Teri Baaton Mein  Aisa Uljha Diya and the colllections probably had to be higher to say the offer has done its job but it has held the film up better and looking at just the number alone its a decent hold.

In an industry where perception holds so much importance this is very dangerous as on the number itself the film has held well enough on Monday and the investment will not be huge for the makers. This is the first film to go this route so its much of issue now but we have other medium films coming up over the next couple of months and a few of them could decide to go this route to get a better result on the much feared weekdays and it will not take much time for it to become a vicious cycle. All this films are heavily dependent on post Monday results as none are going to smash the box office over the weekend.

This then will become hugely detrimental to the box office as the audience will start waiting for Monday when they know they can watch films on Monday and get free tickets. It does not matter with the huge films with urgency but there are not many of them anyway and even if it takes away 10-20% weekend business of the regular film that will be a huge hit to the already strugglling opening collections at the box office.

This has been said before here that exhibitors have ticket pricing levels and offers here and there and the incentive should be left to them with no need for producer to meddle unless its an event film and you need to go to higher pricing. It is a tough time today but the issue is not the box office but a content shift amd it came in the 60's with the adevnt of colour then with Video in the 80's and then when globalastion started happenning in the late 90's. Though the latter can be put down to the younger filmmakers being more comfortable with the global friendly film so pushing that way and overseas business allowing it to happen.

Yes there is a difference this time as due to the pandemic the content shift is like a jolt and so sudden rather than being a process but the industry has to get around this and its almsot two years so there should be an idea oif the changed scenario now. 

All these ways to fix up the box office with incentives is just not healthy for the future, the more it happens the more chances it gives of changing consumer behaviour. This offer of free tickets from Monday can easily change consumer behviour if it happens with more films and there is no doubt it WILL hurt the weekend box office..

Honestly speaking its actually maybe better feeding and tearing tickets for whatever perception is required rather than going this route of incentives as feeding does not touch the consumer thinking or behaviour leaving the box offcie eco system as it is. Not the feeding gets you anywhere either as it puts doubt over the film even if it  has genuinely done well. Only content will sort out the box office problem that there is today and all incentives to hold up collections will do is make things even harder.