The much-discussed film Samrat PrithvirajIt failed to make a big splash at the box office. Starring Akshay Kumar, the film had a double-digit opening at Rs. 10.70 crores. However, it was not enough for a film that is said to cost around Rs. 200 crores. The increase on Saturday and Sunday was also minimal as word of mouth was not consistently positive. On weekdays, the film slowed down significantly. In 10 days the film has collected around Rs. 60 crores and is expected to finish its run under Rs. 70 crores.
What went wrong with Samrat Prithviraj? Trade experts share their opinions on whether false marketing and the use of religious overtones violated the film
We asked trade experts what went wrong Samrat Prithviraj after you. Trade expert Komal Nahta said: “Stories are always difficult. Today’s generation no longer wants to see historical films unless they are exceptionally made. So it was a dangerous project anyway. Second, Akshay Kumar seems completely disinterested. He looked more like Akshay Kumar than Prithviraj. Third, the film had bad music. Fourth, there is no romance and no drama, and these are two strong pillars of any film, especially a period film. And finally, it did not inspire any patriotism.”
Trade veteran Taran Adarsh explained, “One unanimous reason is that the trailer didn’t resonate with audiences. A very small number of people appreciated the trailer. Second, the film lacks a good soundtrack. And that is a must for every film and especially for a historical film. I liked the movie. I was expecting better returns as it was a well-established star cast. Produced by Yash Raj Films (YRF), one of the country’s leading production houses, he stars as an A-lister. I also had great faith in the director Dr. Chandraprakash Dwivedi. However, the film was flatly rejected, and that came as a shock. It doesn’t matter if you and I like it as most people have to give it a thumbs up. For the money invested in the film, there must be a return.”
Vishek Chauhan, owner of Cinema Roopbani in Bihar, stated: “Prithviraj is a very heroic and powerful human being as a character. Everyone has read stories about him and his achievements. However, the creators have implemented the story in a very straightforward manner. They kept it very subtle. Akshay Kumar’s character is devoid of bravura or grandiosity. That herogiri is missing. failing that, Yes Movie TV category ki lay rahi thi.”
He added: “That’s the problem with Bollywood. They are unable to wow audiences as they make flat films. There is no standard and when there is standard there is no heroism. You must create mass hysteria. You can’t tone down your cinema movies. Apna mass quotient badhaaiye. Apni filmon ko thoda noisy banaaiye.”
To prove his point, Vishek Chauhan stated, “There’s a reason Bhool Bhulaiyaa 2 works so well. Everything in the film is so loud, universal and written out. The horror is well defined, the comedy is so well done and the songs are chart busters. So it’s an ideal theatrical experience and no wonder it’s topped the Rs. 150 crores mark.”
Wrong marketing?
The marketing of Samrat Prithviraj also got under the scanner. Many felt that the film should not be presented to the politicians, but to the audience. Additionally, the use of religious overtones by marketing the film as the story of a “Hindu Samrat” and publicizing how it was banned in “Islamic nations” put off some people. Did these tactics backfire on the film?
Taran Adarsh remarked, “I don’t know if that would actually be the right reason. How do you explain the same reasons for working The Kashmir Files (2022)? Politicians spoke about this film, good or bad. And the film worked at that point. In case of Samrat Prithviraj, it did not work. We can make excuses. The fact is that the content went unnoticed. People just rejected the film.”
He continued: “When politicians support a film, people talk about it on social media. But let’s give it to the audience. It’s you who decides. As a matter of fact, The Kashmir Files initially had no political support. It grew dramatically from day 1 to day 2. What a weekend that was! And then it just started. It happened to Pushpa also. Even the main actor didn’t promote the film the way it should have been! Still it declined. It all boils down to the content. The content has to click, ad or no ad.”
Vishek Chauhan disagreed that the marketing hurt the film’s prospects, “Well neta log Movie knockout chala sakte hai, no woh bigaad sakte hai. What matters is that the content needs to connect with the audience. Also in the case of The Kashmir Files, there was government support. However, the content clicked a lot and therefore worked well. With Samrat Prithviraj, it didn’t work because the film wasn’t accepted. People hardly care which minister supports the film. Akshay Kumar tried his best to get endorsements from political figures. It might have made a difference in some circuits. You might have gotten a few crores more. These strategies will catch people’s attention. But there’s no guarantee it will help the film in the long run.”
Komal Nahta, meanwhile, said: “I would say that the marketing techniques actually helped the film! How much the film ever raked in was down to strategy. After the film was shown to the prime minister and the interior minister, it received a lot of attention. Otherwise it would have done at least Rs. 10-15 crores less.”
Also Read: Akshay Kumar’s Samrat Prithviraj To Have Early OTT Premiere In Just 4 Weeks; YRF’s game plan to minimize casualties
Other pages: Samrat Prithviraj Box Office Collection, Samrat Prithviraj Movie Review
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