Why Did Shahid-Kangana-Saif’s Rangoon Sink At The Box-Office?
The much-hyped period drama Rangoon is well and truly on its way to being a flop, despite having stars like Shahid Kapoor, Kangana Ranaut and Saif Ali Khan. SpotboyE.com spoke to industry insiders to find out what went wrong
It was touted as
a hit in the making. Why would it not? The star cast included the stellar
combination of Shahid Kapoor, Kangana Ranaut and Saif Ali Khan. And the film
was being helmed by critics’ favourite Vishal Bhardwaj whose last film Haider
was a critical and commercial hit.
If no one else
was, then studio Viacom 18 Motion Pictures, was definitely sure that they had a
hit on their hands. Buzz is, the film was sold to them for Rs 90 crore. For the
film to be a success, Rangoon would have had to make at least Rs 150 crore at
the box-office.
Image Source: youtube/Viacom18 Motion Pictures
And now here is
the bad news. Despite heavy footfalls at the Friday morning shows, Rangoon had a dismal opening at the
box-office, taking in only Rs 6.7 crore at the box-office. In four days, the big budget magnum opus
earned just Rs 20 crore.
Soon enough, the
industry was buzzing and labelled Rangoon, the biggest failure of Viacom 18. As
the days pass, the film stands an even lesser chance of recovering its cost,
and making a profit.
Corporate film
studios are shutting shop in Bollywood and the grapevine claims that Rangoon
may be the start of the end of Viacom 18.
But why did a
seemingly good bet become the biggest mistake for everyone involved?
Trade Analyst
Komal Nahta says, "The box-office figures of Rangoon did not look good
even on Monday. There is no
chance that the film will pick up over the coming week on word-of-mouth
publicity. In the past also, Vishal Bhardwaj’s movies have not brought in huge
numbers at the box-office."
Image Source: attube
While Vishal’s
films are truly not massey hits, they have mostly received great reviews, be it
Haider, Maqbool or Omkara. But Rangoon did not even receive critical acclaim.
While most of his movies have had slow starts at the box-office, they pick up
thanks to word-of-mouth publicity after their opening weekends. But given the
bad reviews received by Rangoon, that is a distant dream.
Trade expert
Taran Adarsh says: " Look at the response - it's been a non-starter.
Word-of-mouth works when audience goes and watches the film and comes out to
say - good, bad, average, etc. But for that audience needs to go for the film
in large numbers, which didn't happen for Rangoon."
Ravi Sibal from
Juhu PVR confirmed that the coming week may not bring a reversal of fortunes
for Rangoon.
Image Source: youtube/Viacom18 Motion Pictures
"Monday was really poor for the film. I don't foresee
any word-of-mouth happening for Rangoon. If the reviews were good, the ticket
sales would have picked up by now, at least for the evening shows. But
unfortunately that's not the case. It's very surprising that a movie like The
Ghazi Attack is getting more footfalls than Rangoon. I am pretty sure it must
be a big disaster for Viacom 18."
So how are the
distributors coping with this?
Delhi based Film
Distributor Sanjay Ghai said: "The public vote is not in favour of the
film. With a corporate production studio taking on the distribution rights
across the country, their losses become bigger. If they would have partnered
with local distributors and exhibitors, then the losses are also distributed
evenly, and it's not a huge burden on the producers of the film. That is not
the case here.”
Thumbnail Image Source: twitter/RangoonTheFilm & youtube/Viacom18 Motion Pictures