Award-winning independent critic and journalist, Murtaza Ali Khan, explains: “In my nearly decade-long tenure as a film reviewer, I have yet to encounter firsthand experiences with corporate booking scams. However, industry buzz suggests that exceptional success in certain south Indian films raises suspicions, prompting inquiries into whether it is a result of corporate bookings or inflated box office figures. The challenge lies in the scarcity of reliable sources and the absence of a dedicated auditing body to thoroughly scrutinize these claims. The film industry has historically been characterized by individual influence, with a handful of production houses and families wielding considerable control.”
The opacity surrounding box office numbers begins to lift when these entities file their Income Tax Returns (ITR). He amplifies: “It is during this crucial phase that real figures are disclosed, offering a glimpse into the actual financial performance of a film. This transparency in the ITR process becomes a pivotal moment for cross-checking and ensuring accountability within an industry where influence and control have been concentrated in the hands of a select few.”
Bollywood had placed high expectations on Karan Johar’s romantic family drama, ‘Rocky Aur Rani Ki Prem Kahaani’, featuring the popular duo Ranveer Singh and Alia Bhatt. In anticipation of its release, prominent brands, including Kajaria and Pepsi, secured 50,000 tickets to collaborate with major cinema chains, offering complimentary passes to their consumers during the film’s opening weekend. Notably, the strategy of gifting tickets to college students further contributed to the promotional efforts.
This promotional approach mirrors recent strategies employed in Bollywood, such as the noted instances relating to ‘Adipurush’ and ‘Shehzada’. In the case of ‘Adipurush’, celebrities like Ranbir Kapoor purchased substantial ticket volumes, while ‘Shehzada’ featured a ‘buy one, get one’ offer for ticket purchases.
Murtaza Ali Khan emphasizes: “In the aftermath of SSR’s tragic demise, a fervent anti-Bollywood movement erupted, unleashing a powerful backlash that morphed into a seemingly orchestrated campaign against the film industry. A narrative emerged, painting a picture of a united front aiming to dismantle the stars of the silver screen. Enter ‘Pathan’, which found itself at the epicenter of a formidable boycott movement, complete with an intense campaign to sabotage its success. However, what unfolded was a spirited counteroffensive from fans, who, having sensed the brewing storm, not only weathered the boycott but also approached it with unwavering enthusiasm. Engaging with fan clubs globally, firsthand accounts revealed a passionate momentum, with supporters bracing themselves for any potential backlash and demonstrating their commitment by indulging in repeated viewings of the film.”
However, Murtaza cautions that corporate bookings are legal as long as they are transparently accounted for. In the West, lobbying is a common practice to build momentum, similar to the forces at play in the box office. Negative lobbying against the box office is countered by efforts to balance it. The proof of success lies in experiencing it firsthand. That is, if a film claims a substantial box office figure; the theaters visited should validate this with full occupancy. If contradictory evidence arises, especially with average reviews, skepticism about inflated numbers is justified.
