In a recent discussion with Bollywood Hungama, trade analyst Taran Adarsh expressed strong opposition to the widespread Buy-One-Get-One-Free (BOGO) ticket schemes currently employed by many film distributors. Adarsh suggested that reducing ticket prices would be a more effective strategy to increase audience footfall in theaters.
The Rise of BOGO Offers
The BOGO ticket scheme gained popularity last year with the release of Zara Hatke Zara Bachke starring Vicky Kaushal and Sara Ali Khan. The film’s unexpected opening of Rs. 5.49 crores was attributed to the BOGO offer, which continued for several days. The model was deemed successful and was subsequently applied to other films such as Ghoomer, Dream Girl 2, The Vaccine War, Teri Baaton Mein Uljha Jiya, Sajini Shinde Ka Viral Video, Merry Christmas, and more. Even other distributors tried the scheme with films like Yaariyan 2, Mission Raniganj, and Dono.
Concerns Over Long-term Impact
Despite its initial success, many industry experts and exhibitors have raised concerns about the long-term impact of BOGO offers. They warn that audiences may become accustomed to these promotions and delay watching films until such offers are available, potentially harming box office revenue.
Also read: The Shutdown of Single Screen Theaters in Andhra & Telangana: A Sign of Changing Times
Taran Adarsh’s Stand
Adarsh emphatically criticized the BOGO scheme, questioning the logic behind offering free tickets when production costs remain high. He stated, “I am strictly against it. Kya aapne film free mein banayi hai ki aap usko free mein dikha rahe ho? You have paid a bomb to the actor to get him on board. The actor is not going to reduce one paisa. Then why are you giving some tickets for free? When the collections come, it’s the actor who’ll benefit as he’ll brag that his film is doing exceptionally well. We never saw offers like BOGO earlier. I am open to changes but this is not a healthy practice.”
Advocating for Reduced Ticket Prices
Adarsh suggested that instead of offering free tickets, theaters should reduce ticket prices to attract more viewers. He cited the success of Cinema Lovers Day as proof of this strategy’s effectiveness. “Instead of giving one ticket free on every ticket, why don’t theatres reduce ticket rates? It helps achieve more footfalls than BOGO, as proven by Cinema Lovers Day,” he remarked.
Praising the Success of ‘Srikanth’
Adarsh also praised the makers of Srikanth, starring Rajkummar Rao, for not succumbing to the BOGO trend. He highlighted the film’s success in approaching the Rs. 50 crores mark without resorting to the BOGO offer, noting its continued popularity and fast-filling shows on Cinema Lovers Day.
The Cults Bay concludes..
As the debate over the effectiveness of BOGO offers versus reduced ticket prices continues, Adarsh’s perspective adds a critical voice advocating for sustainable practices that benefit both the industry and the audience. Whether theaters and distributors will heed his advice remains to be seen, but the discussion highlights the need for strategies that ensure long-term growth and audience engagement in Bollywood.
