Box Office (With Youtube Video Included): Judwaa Turns off the US, Spyder Scares Off the US

Well, this was a bad week!  Overseas, that is.  From what I am seeing, the Indian figures are still good.  But overseas, we did not like things.  Oh, and I’m trying something new, youtube video about all this is embedded in the post, instead of squeezing two posts out of it.

So, Judwaa 2!  How did it do?  Weirdly, it did the opposite of Jab Harry Met Sejal.  Good in India, terrible overseas.  Although I guess it isn’t that strange because they are opposite movies.  One of them is familiar and reassuring, the other is new and strange.  One of them is “adult” in every meaning of the word, the other is childish.

The biggest difference, I think, is that Judwaa was promoted as exactly what it was.  It’s a remake of a popular film, it will have the songs and the tone and the plot that everyone is familiar with.  You know exactly what you are getting.

So how did this “you know exactly what you are getting” play out in overseas box office?  Well, in America, we knew what we were getting and we did not want it.  Only $2,619 per screen.  On 192 screens.  That’s 40 screens more than Badrinath released on.  But a third less per screen profit, Badrinath made $4,700 per screen.  And it did as badly in the UK as it did in the US.

Meanwhile, in India (according to reports), it is doing very well.  It is also doing very well (in the $6,000 per screen range) in Canada, Australia, and New Zealand.  They knew what they were getting and wanted it, but the UK and the US did not.

So, what can we learn from this?  I guess just that the global market continues to be bifurcated, something that has been coming up with greater and greater frequency.  But, is that a problem?  Based on this week, YES!!!  It is a problem!  It’s not that the UK and the US preferred something else to Judwaa 2, it’s that they just didn’t go to the movies this week.  Bareilly Ki Barfi and Shubh Mangal Saavdhan continue to chug along happily with their tiny solid per screen profits, but there was no big big per screen hit, in any language, in the US or the UK.  Which means a lot of theaters are losing a lot of money, and so are distributors and everyone else.  Even if the overall global figures are good.

 

 

Speaking of other languages, Spyder!!!!  Which was NOT reported on in Bollywoodhungama for some reason, so I had to go to other less reliable sources and only have a general idea instead of specifics.  But generally, very very bad in a very very remarkable way.  It opened at a record high.  And then experienced a record fall, 95% in one day.

Spyder, like Jab Harry Met Sejal, was not promoted as what it was.  There was more of action scenes and fun songs than deep thoughtful consideration of humanity versus technology.  And it also suffered a bit from the expectations it can’t possibly live up to.  Like a Shahrukh Khan romance, a Mahesh Babu action film is an event, has the weight of history on it.  It would be almost impossible to live up to that.

So, why try?  And they didn’t, really, both films didn’t.  Spyder is the intellectual challenging interesting version of a Mahesh Babu action film, just like Jab Harry Met Sejal is the intellectual mature version of a Shahrukh Khan romance.

But the problem is, they still lied to the audience that it would be that, it would be just what you loved before but new and more so.  And it works opening day.  You drive in the opening day box office and make a profit.  But there is a turn the next day, an inevitable turn.  As people realize it isn’t the film they wanted after all.  Jab Harry Met Sejal suffered from the angry online reviews and backlash, Spyder (so far as I can tell) is suffering mostly from straight up box office.

There’s another problem with this, a purely financial planning problem.  The idea is, you promote like crazy, lie to the audience to trick them in the door, and you get a huge opening weekend.  Theaters and distributors and so on aren’t set up any more for long running films, so you need to make as much money as possible in the first couple of weeks before you are out of theaters.  And it perpetuates itself, in order to make as much money as possible you release on as many screens as possible.  And then two weeks later the next film coming out does the same thing, which means your movie is kicked out to make space for it.

Spyder is historic because it shows the end of this pattern.  Promos, wide release, high ticket prices, even the loyal fans of a big star who are all told they must prove their love by first day first show tickets, everything coordinated to drive up opening day.  And it worked, the first day was historically good.

But that was all they got, that first day.  They did everything possible to drive up the first day, and people listened, they went first day.  And that was it.  They swept the entire audience for the film in one day.  And now they are stuck with a movie that will be in theaters for weeks with no one else coming to see it.

Advertisements

10 thoughts on “Box Office (With Youtube Video Included): Judwaa Turns off the US, Spyder Scares Off the US

    • It’s seriously SO GOOD. And would make a great companion piece to Blade Runner. Very thought provoking about what technology means.

      On Wed, Oct 4, 2017 at 11:06 AM, dontcallitbollywood wrote:

      >

      Like

    • Which just makes me think they shouldn’t have come out on a Tuesday! They got all this great buzz and box office opening night, and then the momentum dropped off over the next few days until it was just nothing on the weekend.

      On Wed, Oct 4, 2017 at 11:43 AM, dontcallitbollywood wrote:

      >

      Like

      • I feel the same way! The negative word-of-mouth spread and the people who planned on watching during the weekend ended up losing interest.

        Like

        • Right! The standard weekend pattern is a slight up tick Saturday and Sunday as people see it at the convenient matinee shows, and then it drops on Monday. It’s the second weekend when the bad word of mouth or over promotion or overrelease or whatever starts hitting. But this way, they opened on a weeknight, then missed out on that uptick on the second and third days since they were also weeknights, and the first weekend ended up doing second weekend kind of business. Which is really too bad, because this is a movie that might do really well in re-watches.

          On Wed, Oct 4, 2017 at 12:09 PM, dontcallitbollywood wrote:

          >

          Like

    • I think part of that is they wanted to release on a holiday in India, which makes sense. But if they wait until Thursday or Friday to release here, the US audience has already picked up on the bad word of mouth and you don’t even get the first day big numbers.

      Like

      • There’s got to be a better way to handle it, I don’t know what yet, but there has to be. The same thing happened a bit with Tubelight and Sultan. It was a midweek release in the US, and it just didn’t sustain the way it could have over the weekend.

        Maybe it’s as simple as the promotions de-emphasizing opening night. Encouraging people in some way to wait for the weekend so the audience is more reasonably split.

        On Wed, Oct 4, 2017 at 1:53 PM, dontcallitbollywood wrote:

        >

        Like

        • I think the filmmakers are also really scared about piracy. I mostly watch movies legally (older movies – say over 5 years – I give myself a little bit of leeway if I can’t find legally) but I know a surprising number of people who watch pirated new movies.Unfortunately, there’s usually a pretty decent print of new movies within a day or two. I think the makers are worried that if they delay release overseas by even a few days, a good chunk of their audience will have seen the pirated versions. Or at least seen enough of the movie to decide it isn’t worth a trip to the theaters. I guess if they had an excellent film, people will still want to watch it in the theaters. But then it goes back to your post from a few days ago – there isn’t room for a ‘good’ movie to succeed; only exceptional ones –at least as far as the US market. I’m not really sure how filmmakers would navigate all of that.

          Like

          • All excellent points. I suppose part of this also goes back to ticket prices. I paid $16.50 for a Saturday matinee of Spyder, and I was entirely alone in the theater. Perhaps if they had tried to sell $5 tickets, there would have been 4 people there and they would have made another $3.50. But that’s harder, to convince a whole bunch of people to come at a low price, instead of just a few targeted ones at a high price. And until recently, targeting the Telugu NRI audience was working.

            On Wed, Oct 4, 2017 at 8:15 PM, dontcallitbollywood wrote:

            >

            Like

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s