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New benchmarks of business and new paradigms to define cinema
August 31, 2012 02:51:20 PM IST By Enkayaar, Glamsham Editorial
When was the last time that film celebrated a silver jubilee, a golden jubilee or a diamond jubilee. It is now an antique concept in the world of cinema. As a matter of fact the present generation of the filmgoers may not be even aware what do these concepts mean? Now the barometer of success of a film is defined by the volumes and the business that it generates, and therefore EK THA TIGER is the new benchmark of success, the new frontier that has to be crossed, and remember that the film is hardly a week or ten days old at the box-office.
It is the collections during the first few days or rather the first weekend when the film releases that defines the contours of success, so a Friday is not a sacrosanct day to release a film but a film can be released factoring in long holidays that may be panning up in conjunction with the weekend, either preceding or succeeding it. It happened in the case of ETT. As a matter of fact such has been the success at the box office for ETT that it has become a breaking news in the mainstream news channels across different languages all over the country.
Coming to the concept of celebrating a silver jubilee, or to begin with 100 days for a film and then scaling it up to silver and golden jubilee has become a thing of the past perhaps owing to the fact that in "those were the days", the number of prints that were released was miniscule as compared to the humongous number of prints that are released these days in case of a film and the number of shows that a film runs in a day. If one were to factor in these determinants then a film would attain the status of having reached "100 DAYS, SILVER JUBILEE or a GOLDEN JUBILEE", during the present times as well. May be the industry needs to look into this aspect.
These vital signposts associated with the success of a film that used to define the contours of a film have become a discounted commodity, possibly also owing to the fact that now the stakeholders in a film are quite large in numbers, so the quotient of achievement or success of a product is more determined and gauged through the commercial success at the box office. A caveat here needs to be introduced, in the form of the seating capacity that a cinema hall has these days.
During the earlier times the cinema halls had minimum capacity of 500 seats, and the ticket rates were very low. In the present times, the cinema hall capacity has come down while the ticket rates have reached sky, so these changing paradigms associated with economics of cinema need to be injected and new benchmarks should be created to celebrate vital signposts like 100 days, SILVER JUBILEE and GOLDEN JUBILLE.
Possibly in sync with the norms, the film industries down South have started celebrating the successful running of a film for even 20 days and the posters advertising the same are plastered all over the town. May be Hindi cinema should also start doing the same to create nostalgia and when such occasions are arrived at, the patrons may again revisit the cinema halls and further enhance the revenue making proposition of the film.