Nope this is not about Parthiban’s Houseful. That was a gem. Outlook’s note on how multiplexes are re-defining the meaning of houseful, in this not-so-interesting article, is interesting.
Strangely, alongwith the outsourcing stuff, we are also inheriting the Hollywood’s way of movies in India. Bollywood with it’s wider audience, is obviously the first market to catch the trend of opening weekend box-office. The article lists numbers that clearly show how producers/directors are more interested to grab the eyeballs during the opening weekend rather than relying on repeat audience or deferred success.
The other pleasant/unpleasant is the audience segmentation. It’s a long awaited wish to have more movies made specifically for genres. For years, Indian cinema has been a one-stop-shop for all types of entertainment. It had a family drama, a steamy romance, a touching sentiment and moving saga. But as the example on the article quotes Kya Kool Hain Hum, a supposedly mega-hit of the year, wasn’t an all-in-one fare. It was targeted the youth and despite being a super-hit, the movie only reached it’s targeted audience. Such segmentation is certainly a welcoming move but it’s harmful too. Too many movies for the urban youth will just endup as a saturated market, after a year. Just like what happened during the late 90’s in kollywood. With Agathiyan’s Kaathal Kottai, innumerable movies of were produced as variances of the movie only to tire the audience after a year.
From the article, Housefull! (But… Kitne Aadmi Thhe?)
In a nutshell, there are far more avenues to catch a film and that has led to a concomitant reduction in crowds at any one theatre. The same number of people can now view a film in a week as would have earlier in a month. No wonder, most films are making money in the very first week itself, at times just the first weekend is enough to recover the cost of a film. “What a film makes in 15 days today is as good as what it used to make in 15 weeks earlier. The duration of the a film’s run may have declined but the collections have risen,” claims Mehta.