Aamir Khan-Kiran Rao’s satire Laapataa Ladies hit cinemas in March but only started gaining significant attention when it was released on Netflix India eight weeks later.
Ajay Bijli, Managing Director of PVR INOX, recently discussed why the film didn’t perform well at the box office during his conversation with Film Companion.
He suggested that the problem might lie in the marketing strategy employed by Aamir Khan’s production house.
Ajay Reveals Why Many People Skipped Laapataa Ladies’ Theatrical Release
Ajay Bijli explained, “I was sitting with Aamir in Delhi the other day. He was saying Laapataa Ladies could’ve done much better. But people were sure ki wo abhi aa jayegi. Wo 8 hafte ke baad aayi (people assumed it would come on streaming very soon. But it came after 8 weeks).”
He highlighted that the expectation of an early streaming release led audiences to skip the theatrical experience.
Bijli further elaborated, “It’s a case study of… Because 12th Fail did not (fall prey to this). Some other films also didn’t. Actually, Aamir is a dear friend so I can say that there was maybe some marketing issue. Could be. The way we released the movie, everything we did was exactly the same (as 12th Fail). But the communication about streaming really got exacerbated and suddenly, people said, ‘Achha ab toh aane wali hai toh baad mein dekh lenge (Okay, it’s about to come on streaming so we’ll watch it later).’”
12th Fail & Laapataa Ladies’ BO Performance
In contrast, Vidhu Vinod Chopra’s 12th Fail, starring Vikrant Massey, was released in cinemas despite suggestions to opt for a direct streaming release. This film turned into a sleeper hit, earning over Rs 75 crore at the box office before its eventual release on Disney+ Hotstar.
Laapataa Ladies, featuring newcomers alongside Ravi Kishan, did not achieve the same success in theatres. Nevertheless, it garnered a positive reception upon its Netflix release two weeks later.
Bijli identified films like 12th Fail, Rajesh A Krishnan’s heist comedy Crew, and Rajkummar Rao-starrer Srikanth as sleeper hits. These mid-budget movies have managed to earn over Rs 70-80 crore at the domestic box office.
He likened these films to the essential foundation of the film exhibition business while describing Shah Rukh Khan as the added delight that enhances their appeal.
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