Adding another layer of intrigue is the trend of paid premieres. Paid premieres in the film industry involve organizing exclusive screenings of a movie before its official release date, either in theaters or through digital platforms. Unlike traditional premieres, attendees are required to purchase tickets for this special event, with prices varying based on factors like the film’s popularity, venue, and any additional perks offered. The paid premiere is promoted as a unique and limited opportunity, attracting fans, critics, and industry professionals willing to pay for the privilege of being among the first to watch the movie.
Avinash Denduluri, a cinephile, shares: “The revenue generated from ticket sales during these premieres contributes to the film’s overall earnings, making it a potentially lucrative strategy, especially if the movie generates significant buzz. Additionally, paid premieres serve as a key element in the film’s marketing strategy, building anticipation for the official release and relying on positive reactions from attendees to generate favorable word-of-mouth, ultimately impacting the movie’s performance at the box office. Filmmakers must carefully plan and execute paid premieres to ensure they enhance the movie’s success without inadvertently limiting its appeal to a broader audience.”
Before the official release of ‘Baahubali 2: The Conclusion’ in 2017, the movie had special premieres in various places, including the United States. People paid more for tickets to these premieres compared to regular showings, attracting not only fans from South India but also others curious about the film’s hype.
Cut to today, this has become almost the new normal. “Telugu cinema is rapidly exploring new frontiers with each release, pushing boundaries in both filming locations and promotional strategies. Gone are the days of traditional pre-release events and teasers; now, paid premieres have become a pivotal tool for creating buzz,” says Vikas Bhaskar, a content creator.
‘Major’ and ‘Writer Padmabhushan’ stand as prime examples of this successful shift in approach. Adivi Sesh’s ‘Major’, in particular, stood out with its unique premiere strategy, sparking conversations throughout the town. In the case of Nani’s ‘Dasara’, the film not only raked in an impressive $637,000 from US premieres but continues to dominate the US box office, showcasing the enduring impact of innovative promotional tactics.
In the realm of Bollywood, the trend of paid previews is not a recent phenomenon, with Shah Rukh Khan’s ‘Don: The Chase Begins Again’ setting the stage in 2006. Filmmaker Karan Johar, emphasizing the importance of understanding one’s product, organized paid previews for ‘Wake Up Sid’ and ‘Kurbaan’. Director Raj Kumar Hirani also embraced this strategy for ‘3 Idiots’, seeing it as a potent marketing tool, allowing films to make an impact a night earlier.
However, not all filmmakers are keen on early exposure to potential criticism. They fear criticism and negative reviews, in particular. For example, back in the day, while Aamir Khan’s ‘Ghajini’ emerged as a lucrative success with paid previews, the same approach proved disastrous for Akshay Kumar’s ‘Chandni Chowk To China’, as adverse reviews spread rapidly.
