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Film previews change opening strategy
8 Apr
Summary
- Paid previews allow early audience viewing before official release.
- Dhurandhar 2 demonstrated success via early shows.
- Bhooth Bangla adopted paid previews a week early.
The film 'Dhurandhar: The Revenge' has significantly altered traditional box office opening strategies. Its extended paid preview run, beginning on March 18 and persisting for nearly 20 days, has captured industry attention.
This innovative approach demonstrated how a film could build its narrative and audience engagement even before its official wide release. Paid previews, essentially early ticketed screenings, allow audiences to watch films ahead of time, generating crucial word-of-mouth.
Trade analyst Ramesh Bala highlights that these previews serve as a 'first real test market,' influencing opening day numbers. The trend is now being adopted by other films, with 'Bhooth Bangla' announcing paid previews starting April 16, a week before its intended release, indicating a strategic shift.
While paid previews can build momentum, Bala cautions they can also stall a film's opening if negative feedback emerges. Ultimately, the success of this model hinges on strong content, as demonstrated by 'Dhurandhar: The Revenge,' where the strategy amplified existing quality.
