This is barely worthy of a post, but I found it interesting, and thought I might as well pass it along. So if you are desperately eager for an interesting thought about media integration and stuff, here it is!
Monday, Tuesday, and Wednesday of last week were really really good for me with blog views. And then it started dropping off Thursday and Friday. Part of that was my fault, I wasn’t posting enough. But a lot of it wasn’t, there was no real reason for the spike or the drop.
But then I started looking at the post-views to see what had that little bump in the middle of the week and then drop, and it was Jagga Jasoos! The spoiler review. It did okay the first couple of days (Saturday and Sunday), normal for a new post on a new review, and then it had this strange burst in the middle of the week, before fading away.
Now, let us get in our imaginary airplane and journey over to India where the box office for Jagga is being tracked (well, “tracked”, I have minimal faith in the accuracy of Indian box office news reports) on a day by day basis. Slight growth Friday-Saturday-Sunday, which is normal, movies always grow over those three days because people work on Friday and sometimes Saturday, but can go to every show on Sunday. And then on Monday, Tuesday, Wednesday, it always slowly falls, as more and more people are at work. But Jagga is really not doing well over weekdays, beyond the usually fall. Things could still change, the real test is the second weekend numbers, but so far it’s not looking good.
But I don’t think those will be good, the second weekend numbers, because let us drift back over to my blog view count analysis. Looks like, the post went up, the people who were waiting for it read it, normal view count for a post.
Then, word of mouth starts hitting the streets. People who were planning to see Jagga second weekend start hearing about it from their friends who saw it the first weekend at work on Monday. They start thinking “yeah, I don’t want to watch that, I’m going to just spoil myself instead”. This builds and builds, Margaret’s blog gets a bunch of hits as more and more people over Tuesday and Wednesday decide they don’t want to waste money on a movie ticket and just want to read the spoilers.
But then it drops! This is unusual for me with SPOILER posts, to see that sudden drop. Baar Baar Dekho, for instance, I had pretty steady growth over the first 3 weeks. As, again, more and more people decided not to bother watching it. So as I see it, that drop means that all the people who were planning to see Jagga and decided not to after hearing the word of mouth all read it on Monday-Tuesday-Wednesday (obviously not all-all, then I would be a millionaire! But all of the standard search engine results group I usually garnish around the edges of the big websites).
Which either means that there wasn’t that big a pool of people planning to see Jagga to begin with (thus the small sudden burst when bad word of mouth hit on Monday that rapidly ended); or it means that there was a small group of people affected by the word of mouth who suddenly started looking for spoilers, but the majority are still planning to see it next weekend and don’t want spoilers.
We shall see, but I am leaning towards the former. Tubelight was kind of the same, by the way. Just not that many people interested in the first place. What a need is a nice juicy film that looks really really good and intrigues people, and then turns out to be terrible. I thought it would be Jagga, but no, no one even cares about spoilers. If I were a less-good SRK fan (or a more-good blogger), I would hope for a failure in Jab Harry Met Sejal, that’s exactly the kind of movie that gives me many many blog views, great promotions that get people intrigued, and then if word of mouth is bad, eeeeeverybody comes over here to read spoilers. But I am an SRK fan first and blogger second, so I really really hope it is good.
(Karan Johar is a promotional genius. Took a really lame movie, slapped on a Badshah song, got enough people interested-but-still-not-willing-to-see-it to keep Margaret’s blog in viewers for years and years. Really, I know every time it is on TV, because people see the ads and think “oh yeah, great songs, I should watch that!” and then start it, turn it off after half an hour, and go online to find out how it ends. So also, thank you satellite TV companies who spent way too much on the rights and keep playing it even though no one is watching!)