The idea of buy-one-get-one-ticket-free or BOGO began last year with the Vicky Kaushal-Sara Ali Khan starrer Zara Hatke Zara Bachke. The film opened at Rs. 5.49 crores, much more than expectations. The offer continued for three more days and even after that, the audience came in to watch the film. The model was hailed as a success and it was repeated for several other films released by the same distributor like Ghoomer, Dream Girl 2, The Vaccine War, Teri Baaton Mein Uljha Jiya, Sajini Shinde Ka Viral Video, Merry Christmas etc. Some other distributors also tried to do it for a few of their films like Yaariyan 2, Mission Raniganj, Dono etc.
EXPLOSIVE: Taran Adarsh ATTACKS the Buy One Get One Offer scheme: “I am strictly against it. Kya aapne film free mein banayi hai ki aap usko free mein dikha rahe ho?”
Since then, many from the industry, trade and even exhibitors have warned that the Buy-One-Get-One (BOGO) offer is harmful in the long run. They fear that the viewers will get used to it and will wait for the scheme to be implemented. In the process, they might skip watching the film and hence, the producer will lose the potential audience
However, the offer continues to be implemented frequently. Bollywood Hungama asked trade veteran Taran Adarsh about the BOGO scheme and he spoke against it.
Taran Adarsh thundered, “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.”
He suggested, “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.”
Taran Adarsh also praised the makers of Rajkummar Rao-starrer Srikanth for not falling into the BOGO trap, “They could have implemented it and no one would have objected to it either. And it’s huge that it has inching towards Rs. 50 crores mark (without the offer). And it’s still attracting the audience; its shows were fast filling on Cinema Lovers Day.”
Also Read: Rajkummar Rao on preparing for Srikanth, “It was very difficult, I had to go through a rigorous prep”
More Pages: Srikanth Box Office Collection
, Srikanth Movie Review
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