All that ends well is well. So, now that 2009 looks to be ending with the Bollwood finally having its last laugh, there is a reason to be jubilant about it. Sans for those who were preparing for its last rites. May god make them wait a little more. Maybe they end up waiting endlessly.
For, all that falters halfway is not a loser till it has actually lost it. Having heard bad – from as well as about the critics, the time seems to have taken a happy turn for the industry stakeholders.
Ajab Prem Ki Gajab Kahani did well. De Dana Dan also performed satisfactorily to cheer up its makers. Paa rang the cashboxes as well congratulatory messages over phone for the Bachchan Senior and the Junior B. Now, the Salesman is selling well and customer satisfaction is also in its kitty. The season is all set to witness two more big releases – 3 Idiots and My Name is Khan. Both are certain to do well for their makers. So, the year that was faltering and starved for long is ending its dry-spell. At least for the while.
However, amid all this jubilation, all I was thinking was of the good old days. Not too long back though. We had those days around till a decade back. The days of Silver Jubilees, Golden Jubilee and, sometimes, even Platinum and Diamond Jubilee. Going by the definition of the word, a film with 25 weeks of successful theatrical run was termed as Silver Jubilee. Increasing the same in upwards of 25 weeks could rank it with higher nomenclature.
Sadly, all this while, I have been thinking of whether I’ll ever be able to see any film celebrating a Silver Jubilee again. The answer is probably “no”. Not to mention Golden, Platinum or Diamond Jubilee. Till some years back, it was not an uncommon sight to see a number of films celebrating Silver Jubilee in a year. So much so that Rajendra Kumar went on to earning the nickname – Jubilee Kumar.
Coming back to the present, we are sure to not have a Jubilee film anymore, in all probability. No matter how successful or how good a film is. Even if it is a massive hit and yields 500 per cent returns on (humongous) investments. It won’t ever be able to be termed a Jubilee film.
The reasons are not negative. It is also not that the demand has receded. A good or tremendously successful film gets more viewers today than what a hit film used to get earlier. But, the reason is hidden in the kind of spread the films have got today. Sometimes for good, sometimes bad. But, the business of film-making has definitely undergone a sea change.
The number of prints that were earlier released for a big film is today less for even small films. Earlier, films were released in selected theaters and they used to have 4 shows of a film. Today, I have 7 multiplexes within one km of radius from my residence, each with 4 screens. And, any big film will be released at least on 2 of the four screens in all those theaters(multiplexes). So, the demand-supply matrix has gone for a toss today. Nobody can say with a bit of certainty about a film in view of this excess supply. Wait, add to it 4 more multiplexes that are ready for inauguration any day within this area to take the number of screen in my close vicinity to 44. Mind-boggling. The overcrowding of these multiplexes, mixed with the new technologies where a distributor can even cut down on the physical prints of films and release it digitally, is taking the business to newer heights. Both technically as well commercially.
Then it boils down to the number of films being made today, almost ten times compared to a 2-decade back figure. Add to it the number of films imported (dubbed in Hindi). Further add to it the price of tickets in multiplexes. With such commanding prices, swanky interiors and good branding deals, these multiplexes are the only rightful buyers for any big film. The complexity of the economics also presents us a paradox. Earlier, the distributors and producers earned on the volume of tickets sold over a number of weeks in theaters. Now, the volume comprises of multiplexes. Viewers in multiplexes have thinned down. But, the margins have become substantial. Often, just a great opening and the film is in profit by the week ends. So, it still is a win-win for the distributors and producers when they come with a winning film like the current run of Bollywood. They earn well. But, where does the viewer go?
They’ll wait for the film to come on their poor TV sets where they can watch it for free, well within 4-6 weeks of release. Not a bad deal. At least they don’t get to repent if they don’t like the film. Everybody is winning.
The rules of the game are being re-written. Distribution patterns and trends have changed. Early TV release also makes sense. The distributors and producers know that the film has lived its primary life over the initial weeks in theaters and delaying it any further will help the cause of Pirates. So, before the markets are flooded with pirated CDs/DVDs, the film comes on TV and you get it for free. If a viewer is in a litle hurry yet not willing to spend too much for the swanky multiplex infrastructure, they can pay a little extra on their DTH and get the movie exclusively delivered. Not a bad deal.
So, the industry is making its adjustments and re-adjustments amid the newfound realities and nobody seems to mind as long as the business objectives for the distributors and producers are fulfilled. Viewers are also happy every time they are served a good movie.
My only dilemma is, if we can redefine so many things, can’t we think of a new definition for the Jubilees. Because, as someone from among the viewers, I’d still like to call some of my favorite and good movies as a Silver, Golden or a Platinum Jubilee.
I would still like my growing up kid to know that movies too celebrate Silver Jubilee.
But, no movie will have a PLC (product life cycle) as long as those number of weeks anymore. Can we replace the number of weeks by the number of days? Or, even with the number of shows?
Any suggestions?
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