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02-28-2012, 07:03 PM #1
Mahesh Bhatt: Film business is like a parachute, if it doesn't open...Top amongst the debated theories with regard to film business is the attrition/trending theory, wherein a film in question is said to attain a hit status if it sustains well after release in the following weeks.
Topping the list of such films are 3 IDIOTS and ZINDAGI NA MILEGI DOBARA. The theory is based on the point that such films are well liked by the audience and have repeat value. While this theory was quite prevalent in the past, where we saw films crossing the silver jubilee, golden jubilee mark with ease. However, in recent times such films are far and few in between and the dynamics of film business has undergone a sea change.
With piracy threatening to engulf the business, it is now a weekend phenomenon and a movie is declared a hit on the basis of just its opening. If it opens well and has a within limit budget like MURDER 2, the film even goes on to achieve a blockbuster status. Even expensive films cover their cost and are declared hits on basis of their earthshaking starts (READY, RA.ONE), despite the fact that they crash steeply in the second week. Seeing this, filmmakers and distributors are going in for a huge number of prints in the first week so that they can rake in the moolah in the first week itself, and not worry about sustaining or even word of mouth.