Trade experts SLAM the Buy-One-Ticket-Get-One-Free offer: “Its charm has faded; picture dhang ki banao, aur yeh drama kam karo. Ek-pe-ek offer se Myntra chalta hai, cinema nahin!”
Post-pandemic, the trend of Buy-One-Ticket-Get-One-Free or BOGO has become quite common. While some filmmakers and distributors wait for a few weeks before implementing the offer, there are times when producers have made the offer available within a few days of release. It happened with Fateh and Deva last month. The recently-released film Mere Husband Ki Biwi meanwhile had the BOGO offer on the day of its release. Despite such an enticing offer, all these films didn’t work. There’s also a perception that a film is not up to the mark and hence, these offers are being implemented.
Vishek Chauhan, owner of Roopbani Cinema in Purnia, Bihar, said that the offer appealed to the patrons when it began with Zara Hatke Zara Bachke (2023) but now, it has lost its sheen, “If you do something over and over again, the charm fades.”
He thundered, “Kuch aur karo ab. Why BOGO; why not give tickets for free? Or else, give money to patrons for watching the film. That might help!” On a serious note, he said, “You need to implement such schemes when your product is poor. Picture dhang ki banao, aur yeh drama kam karo. Or else, reduce the ticket price. Ek-pe-ek offer se Myntra chalta hai, cinema nahin! Cinema works on content.”
Off late, the makers of Loveyapa and Badass Ravi Kumar sold tickets for a maximum price of Rs. 149. Even the tickets for Fateh on the first day were available for Rs. 99. Trade analyst Atul Mohan said, “Instead of BOGO, the makers should sell tickets at Rs. 99 or Rs. 149. That might entice viewers who otherwise might have not seen the film (at regular rates). Also, if the film is good, BOGO can help. Zara Hatke Zara Bachke also had the offer. People liked the film and later, it picked up. Hence, you never know which way the audience will swing in.”
He further noted, “But Zara Hatke Zara Bachke’s music had also caught on. Hence, the film needs to have some plus points for the offer to work. In the case of Mere Husband Ki Biwi, ‘Gori Hai Kalaiyan’ caught attention but overall, its music didn’t work.”
Taran Adarsh said, “There’s a film like Chhaava whose ticket prices are skyrocketing. Yet, people are buying it. On the other hand, such offers are being implemented from the first day of release and yet they are not finding many takers. Mere Husband Ki Biwi, however, has done better than the projection in the industry. People were not even expecting Rs. 1 crore on day 1. Also, Arjun’s last film The Lady Killer (2023) had a token release and was released on YouTube.”
However, he also said, “I don’t think people look at it suspiciously that ‘Picture bandal hogi isliye offer de rahe hai’. The producer feels that to get the audience inside, you need to give these offers and then hopefully, the content will then do the talking.”
Taran Adarsh has been a vocal critic of this offer and he added, “If you ask me, I don’t know what kind of share a producer gets after BOGO is implemented. But if the producers and distributors are okay with it, then who are we to complain?”
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