As the festive season of Diwali approaches, cinema exhibitors find themselves in precarious position. Two of Bollywood’s biggest film franchises, Singham Again and Bhool Bhulaiyaa 3, are set to release on the same day, November 1, creating a frenzy in the industry. With an estimated combined box office potential of around Rs 400 crore, the clash is raising concerns among cinema owners who fear significant revenue losses.
A Cautionary Tale for Exhibitors
Vishek Chauhan, a single-screen exhibitor from Bihar, expressed his discontent over this scheduling conflict, calling it “the biggest mistake the industry has made.” With both films vying for the same audience, he believes that the box office revenue could drop by Rs 30-40 crore. This clash comes at a time when theaters are still recovering from the pandemic’s economic impact.
“The entire exhibition industry is bleeding,” Chauhan lamented. He emphasized that families, particularly from the middle class, may only afford to watch one film due to rising ticket prices. “A family of four in Mumbai is likely to choose just one film, effectively halving the audience for both releases,” he added.
Who’s Losing Out?
Cinema owners in smaller towns are particularly vulnerable to this clash, as they could have showcased both films over an extended period. Akshaye Rathi, a director and film exhibitor, highlighted the confusion in screen allocation, with some exhibitors still at odds over how to distribute their limited showing times. With advances in ticket bookings still pending in various regions, the clash has complicated scheduling even further.
The situation is dire, especially after a long stretch of disappointing releases. While films like Stree 2 performed well, the overall box office performance in 2024 has been lackluster. Rathi noted that big hits are essential for the survival of theaters in this struggling market.
Regional Challenges
'SINGHAM AGAIN' TITLE TRACK IS HERE… 1 NOV RELEASE *DIWALI*… Following the terrific response to #SinghamAgainTrailer and the first song [#JaiBajrangbali], #RohitShetty unleashes the power-packed title track of #SinghamAgain.#SinghamAgainTitleTrack 🔗:… pic.twitter.com/ifPbo772j1
— taran adarsh (@taran_adarsh) October 26, 2024The clash is not just about the Hindi films; regional releases further complicate matters. Devang Sampat, Managing Director of Cinépolis India, mentioned that scheduling challenges will arise due to both films targeting a wide audience demographic. While Singham Again is expected to perform strongly in North India, Bhool Bhulaiyaa 3 has a more family-friendly appeal that could resonate well across various regions. Adding to the pressure are upcoming films from the South, like Bagheera and Amaran, which could also vie for screens.
Diwali’s High Stakes
Despite the chaos, there’s optimism about the potential box office performance during Diwali. Amit Sharma, Managing Director of Miraj Cinemas, highlighted that this Diwali could be the most lucrative in two decades, given the combined power of these two franchises. Singham Again, with its cop universe established by Rohit Shetty, has a massive fan base, while Bhool Bhulaiyaa 3, with its unique blend of horror and comedy, also has significant appeal.
'BHOOL BHULAIYAA 3' TRAILER IS HERE: ZABARDAST… 1 NOV *DIWALI* RELEASE… Director #AneesBazmee delivers a solid punch with #BhoolBhulaiyaa3Trailer… Horror-comedy is the flavour of the season and #BhoolBhulaiyaa3 lives up to the MASSIVE EXPECTATIONS.#RoohBaba | #Manjulika |… pic.twitter.com/DfacI2zGHo
— taran adarsh (@taran_adarsh) October 9, 2024Sharma estimates that both films could collectively earn between Rs 700 to 1,000 crore. He forecasts an opening weekend that could exceed Rs 200 crore, with projections suggesting Singham Again might bring in around Rs 120 crore and Bhool Bhulaiyaa 3 approximately Rs 85-90 crore in their first three days.
Ticket Prices Hit New Heights
The excitement surrounding these releases is reflected in ticket prices. In major cities like Mumbai and Delhi, tickets for both films have reached astonishing prices—upwards of Rs 2,500. For instance, at Maison PVR in Mumbai, ticket prices for both films can go as high as Rs 2,700. Meanwhile, Delhi’s PVR Director’s Cut at Ambience Mall charges around Rs 2,400. Such steep prices could further limit audience turnout, particularly among families.
The Bigger Picture
Gautam Dutta, CEO of Revenue & Operations at PVR INOX Limited, noted that this Diwali presents a unique opportunity for cinemas to recover from previous losses, driven by the anticipation for high-profile releases. Rahul Puri, managing director of Mukta A2 Cinemas, echoed this sentiment, emphasizing that all indicators suggest a landmark Diwali for the cinema industry. He mentioned the rising trend in audience engagement, which could set a new standard for box office performance in the post-COVID era.
However, it’s crucial to remember that the clash might dampen advertising revenues, which are also impacted by the overlapping releases. If the two films had been scheduled on separate dates, the retail business could have thrived, leading to a potential 20-30% drop in advertising revenue due to the current situation.
As both Singham Again and Bhool Bhulaiyaa 3 prepare to hit theaters, the anticipation is palpable. Yet, the industry is holding its breath, wondering how this unprecedented clash will affect not only the films but the cinema landscape as a whole. With audiences divided and exhibitors facing tough choices, the stakes couldn’t be higher. In the end, only time will tell if Diwali 2024 will go down in history as a triumph or a cautionary tale for Bollywood.
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