A tweet from producer Ronnie Screwvala on the “pumped up data on (box-office) numbers” has sparked off an important debate on the manipulation and inflation of box office figures by Bollywood producers and studios.
“Isn’t it time everyone reports Box Office numbers accurately! @KomalNahta @taran_adarsh ... accuracy of information builds CREDIBILITY which the movie industry needs so badly ... and not sure how long-to appease egos will Studios and all keep encouraging pumped up data on numbers,” wrote Ronnie.
While many jumped to the conclusion that his tweet was about Akshay Kumar’s Housefull 4, inflation of box-office collections is Bollywood’s open secret, often discussed within trade and film industry circles.
While there has been talk about Housefull 4 numbers, which is said to have crossed the Rs 100-crore mark in five days, being inflated by the producers, speaking exclusively to The Quint, Ronnie Screwvala, producer and founder RSVP Movies, clarified that his issue is not with any specific film, but something that has been going on for a long time now and points to the lack of “credibility” in the film industry.
“My concern is this industry needs to build credibility - with all stakeholders - government, other industries and the consumer and presently everyone seems quite insulated from reality and this is one more show of the same.”Ronnie Screwvala, producer and founder RSVP Movies
“My tweet was not at all directed at any specific movie and there was no trigger with any recent releases at all but the continuation of this trend for a long time. My concern is this industry needs to build credibility - with all stakeholders - government, other industries and the consumer and presently everyone seems quite insulated from reality and this is one more show of the same,” said Ronnie.
Back in 2013, producer-director Rakesh Roshan was accused of inflating the box office figures of Krrish 3. A Livemint report says that the net collections were reported incorrectly by a margin of Rs 15-20 crores back then. Rakesh and the film’s team had denied the allegations. The film’s collections even now vary on trade websites - from around Rs 198 crore to Rs 244.92 crore.
According to our source, Housefull 4 numbers could have been “inflated by a good 20-25 per cent”, causing a bit of stir in the industry.
The Role Of Trade Analysts
Ronnie points out that if trade analysts don’t just pick the numbers that are fed to them by producers it would help bring credibility to the industry.
“Accurate information is always available to every producer and studio on a near daily basis and so they are the source of accurate numbers. Trade and analysts only take what is fed to them - which is unfortunate in a way as given the credible base they have built for themselves with the consumer at large they can create independent verification on the same as it’s not so opaque if they were to just question it a bit,” Ronnie says.
Why Do Producers Inflate Numbers?
The practice of adjusting numbers creates a false impression that the film is successful or more successful than it actually is. There are two primary reasons for why producers may do it.
One, to project higher box office performance of the film’s leading star, increasing his star value and market price. Two: Higher numbers create hype and help market the film to the audience as a hit post its release.
“That is the reason I stopped tweeting box office numbers on my Twitter,” says movie trade analyst Girish Johar.
“Many films, big and small, have done it in the past. It’s a marketing tool. Producers are making this a new marketing tool, which I call advertised BO,” he says. “We all want a film to work. People work really hard to make a film. But it (reporting inflated box-office figures) disturbs the equilibrium. Stars then say their film has made a certain huge amount when it has made much less. Then their demands, prices, everything is based on those numbers and it disturbs that,” he adds.
Ronnie says, “The big question is what is the motivation for producers and studios to release false data as finally the numbers are what they are - so they are not fooling their stakeholders or seniors and not sure talent appeasement is a perception everyone has that has become a self fulfilling one, as the talent is very mature and learns to accept failure and success in the same stride, and in fact, once they know its a level playing field as far as numbers are concerned and the real ones apply to all - there will not be any heartburn.”
How to Achieve Transparency at the Box Office ?
Nitin Bikhchandani, Head Sales, NBC Universal India, responded to Ronnie Screwvala’s tweet, saying, “Third party box-office measurement company like @Comscore can make a huge impact provided they are supported well across industry sectors. Look how well and accurate their tracking is in International markets. Similar approach is required.”
Trade analyst, Komal Nahta, who was tagged by Ronnie, responded by saying, “Nothing will be achieved till producers decide to be honest”.
“That’s asking for too much in India in general. Nothing will be achieved till producers decide to be honest. Finally, the source of information is producers/distributors/exhibitors. If they don’t stop providing inflated figures, getting real figures will be an uphill task for anyone,” he said.
According to Comscore, it tracks about 50% box office collections for Bollywood films and 70% in case of Hollywood movies. Comscore has previously tracked Bollywood films like Vidhu Vinod Chopra-produced PK and Sanju.
Way back in June 2018, trade analyst Taran Adarsh had tweeted, celebrating the transparency a company like ComScore would bring, but unfortunately barely any films have employed the agency to track their films at the box office.
“@comScore [formerly @Rentrak] is tracking India *theatrical* biz of #Sanju... @comScore is going beyond multiplexes this time and tracking a large number of independent cinemas and single screens too for #Sanju... Will be wonderful to see transparency in BO data,” Taran had tweeted.
“With the advent of social media it makes no sense to inflate or you know mislead with figures because that actually has no advantage with the audience or with the press. So my point is it has to start sometime and best is now.”Dinesh Vijan, Producer
Producer Dinesh Vijan of Maddock Films, whose Made In China released alongside Housefull 4, says that there is no point in fudging numbers as all the data is available to be analysed.
“In my experience you know the distributor, you know, whether you are self-distributing or you are distributing to someone, the next morning around 11 is when he knows a pretty accurate idea of what the collections are and I think there is no point in manipulating figures anymore because the real figures always do come out and, you know, with the advent of social media it makes no sense to inflate or you know mislead with figures because that actually has no advantage with the audience or with the press. So my point is it has to start sometime and best is now,” says Dinesh.
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