Exclusive Box Office Analysis: Why YRF is failing to get decent day one & lifetime numbers despite big actors – bad marketing & terrible music choices to blame?

Yash Raj Films has some huge releases like Shah Rukh Khan’s Pathaan and Salman Khan’s Tiger 3 lined up next year.

Yash Raj Films is probably one of the most reputed production houses of the Hindi film industry which is in business for over four decades. They have been known for delivering mega-budget star-studded blockbusters starting from Amitabh Bachchan, Rajesh Khanna, and Shah Rukh Khan to Hrithik Roshan in recent times. But in the last couple of years, for the first time in their history, they are facing strings of duds.

Delivering flops is understandable as the post-pandemic times have changed and these all are films under production since pre-pandemic days. But the worrisome factor is shocking zilch opening day numbers for each of their film and disaster lifetime collections.

Bunty Aur Babli 2

2.60 cr nett

Lifetime domestic

14.95 cr nett

Jayeshbhai Jordaar

3.25 cr nett

Lifetime total

17.90 cr nett

Samrat Prithviraj

10.70 cr nett

Lifetime total

71.25 cr nett

Yash Raj is now gearing up for their next release, Shamshera, which seems dodgy at the moment as it is not looking to open huge as per expectations. Though the film is marking the comeback of Ranbir Kapoor after a long hiatus but anything less than 18-20 cr nett at the box office will be a disappointment for such a huge film.

YRF used to market less and that used to be its USP – only basic trailer and song teasers worked for Dhoom 3 and War as stars pulled the audience. But now similar strategy bombed for Jayeshbhai Jordaar and Samrat Prithviraj as film awareness was below par plus mixed reviews dented the films further. Also every music album in the last few years was a disappointment by YRF as hit music was key for them for decades. How can one chose Vishal – Shekhar with urban music taste for a film set in a village of Gujarat (Jayeshbhai Jordaar) or an action adventure drama has music by Mithoon who is famous for intense romantic numbers for mid-size films.

Yash Raj Films has some huge releases like Shah Rukh Khan’s Pathaan and Salman Khan’s Tiger 3 lined up next year which are almost sure shot blockbusters but this phase and almost terrible low buzz marketing coupled with bad music choice has to end sooner than later.

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