The Vicky Kaushal And Sarah Ali Khan-led Zara Hatke Zara Bachke shows a stronghold collections on Monday and is on track to be a clean hit. According to early trends, the film aims to collect in the range of Rs 3.25 to 4.25 crore on the fourth day, taking total collections in the range of Rs 25 crore. The Monday wait confirms a SUCCESS status for this Laxman Uttekar director as the film now has a chance to earn Rs 50 crore in the long run.
Decryption of the Buy 1 Get 1 model
Zara Hatke Zara Bachke took advantage of the Buy One Get One Free offer, but that’s not the only reason it’s becoming so popular. There is appreciation in the public for the content, which caused an upward trend over the weekend and is now continuing on Monday. However, the Buy One, Get One Free offer is not a long-term sustainable model for movies because after you spend time and money making the movie, you’re literally giving away free tickets to watch the movie. So producers end up taking only 30 to 35% of the revenue instead of 50% of the revenue in week 1. It has been followed as an incentive/populist measure by political parties to entice voters to vote for them instead of the competition at the cost of taxpayers’ money, but here’s even the cost to the producer. It’s like a new way to buy tickets, and additional expenses for producers on top of marketing costs, talent costs and film budget.
The consideration is a great incentive for the public to enter the cinema halls by getting a free ticket. The public and cinema owners are the winners, but an ecosystem must be created that benefits everyone, including the producers. The free tickets also allowed for a larger sample size for the film, causing word of mouth to spread faster than expected.
A model with low prices along with discounted food and drink would probably be better and give the incentive of affordable tickets and edibles to the public. Continued efforts to lower FnB and ticket prices create a win-win situation for all stakeholders. The move has paid off for the producers of ZHZB, as they have admitted, and a major reason is also that the film is loved by audiences. If a film does not receive audience support, there is also a possibility of a negative share for the producers.
The focus must shift to good music
Moving on from Zara Hatke Zara Bachke’s company, the film was appreciated by audiences and the weekend run can be seen as a culmination of music as well as the right intent shown to create the pre-release chatter by the leading couple -Vicki and Sara. Without the Buy One Get One offer, the film has surpassed all expectations in terms of its BO run, as the three-day trade would have been around Rs 17 crore. Zara Hatke’s run Zara Bachke also emphasizes the importance of “ORIGINAL MUSIC” in today’s times to make a mark on the audience. It is always not about HIT music, but about the “RIGHT ORIGINAL MUSIC” that is in sync with the world of the movie.
A Punjabi dance number in a film set in Lucknow will be seen by the audience as a standalone music video, but a soulful Hindi melody will always be an asset to create conversation around the film. It’s always about the right music for the right movie. But all said and done, it’s a win for the team and the hope now is to see how well it develops over the next 10 days to the release of Adipurush.
READ ALSO: Box Office Trends: Spiderman: Across The Spiderverse & Zara Hatke Zara Bachke had a good Saturday
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