In Bollywood today, a major trend is the aggressive promotion of films to draw large audiences to theaters, regardless of initial critical reception. This strategy seems to be paying off, as demonstrated by recent releases.
Take Hrithik Roshan’s “Fighter,” for example. Despite receiving negative reviews for its flat narrative, the film, centered around the Pulwama attack, managed to collect over ₹190 crores in its 16-day run. Although the production budget was ₹250 crores, the film’s box office and subsequent digital and satellite rights sales are likely to turn a profit for the producers.
Similarly, Shahid Kapoor and Kriti Sanon‘s “Teri Baaton Mein Aisa Uljha Jiya” faced criticism upon release but still saw impressive box office numbers. The film earned ₹7 crores nett on its first day and jumped to ₹10 crores nett on the second day. Within two days, it reached ₹34 crores nett globally, hinting at a promising Sunday despite mixed reviews.
This trend underscores the power of marketing and audience engagement in driving box office success in Bollywood. Despite critical reception, films with strong promotional campaigns continue to attract viewers, showcasing the industry’s ability to thrive on audience interest and marketing strategies.
