The dismal initial of Jodi Breakers last Friday should make the industry people, especially producers, stop in their tracks and spare a thought for the unrealistic promotion budgets of their films. The first-time producers spent a fortune to promote their Jodi Breakers but the opening was so poor that they could’ve probably ensured this kind of start even if they had spent a third of what they actually spent. Reportedly, the debut-making producers ended up expending Rs. 10 crore or probably a little more than that to market their film. Firstly, spending this kind of money on an R. Madhavan and Bipasha Basu starrer is a criminal waste of money. Issuing full-page ads in leading newspapers of the country may look fashionable but producers need to understand that very often, such expensive advertising serves to fan their own egos rather than translating into monetary gains at the box-office.
In contrast, the promotion of Tere Naal Love Ho Gaya was more controlled and planned. Of course, even that film opened poorly, which means, the producers of TNLHG could’ve also gone slightly easy on the marketing of their film.
Rightly did veteran Yash Chopra comment recently, “It is often the promotional cost of a film that can’t be recovered when the film is released. There are so many examples of films recovering their cost of production but not their cost of marketing and promotion!”