I know I’ve talked a lot about the movie and now the movie has released, I should let numbers do the talking. But sometime it’s not just about numbers and I’m not saying this because the movie has done well. I have been constantly stating that this movie will open big, but at what cost? There is a concept of film marketing, which state that marketing is majorly done to get a good opening. Also according to one independent research, on an average 40% of film collections are on first 3 days of release. Now if we have 53 cr. as first 3 days collections of RA.One, and we already know that around 50 cr. were spend on the marketing of film. Plus if you calculate Shah Rukh Khan’s time to it, it will emerge as not a profitable proposition.
Everybody says that Shah Rukh Khan is a good marketer. I’ll strongly disagree to that because a good marketer knows how much marketing is to be done for a product. In entertainment industry creating lot od noise may also sometime go negative. Ram Gopal Verma Ki Aag is a classic example of that. Ram Gopal Verma went gaga over his film and went out of his way in promotion of film. As he did fantastic promotion, now nobody will ever be able to forget that movie. His over marketing created a long term dent on his image. RA.One was a decent film which required decent marketing. I agree that he had made a very costly film but the content and appeal of film was not very entertaining and hence people came out disappointed as they were expecting a lot.
I would also like to quote Aamir Khan in this context. Not many people know that Aamir is working on a project which is produced by Excell Entertainment. Not Aamir is on roll as his past films Ghajini and 3 idiots have been blockbusters. Aamir could have gone gaga about his upcoming film as there is less than 5 months in its release. But Aamir intelligently is keeping hopes of the audience low as it is not a massy film. Same he did in Dhobi Ghaat. He knew that the film will not work in small screens so he promoted it as Kiran Rao’s film and not Aamir Khan’s film.
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