The first half of the year has been very dull and although it only got going in February there have been plenty of releases and it does not have to be spelt out how most of these fared. This is just not the case for the Hindi film industry but for every film industry there is in India be it in South, Maharashtra, Punjab or West Bengal.
The general theory out there is that the Hindi film industry is the one which is in the worst position but that is not quite the case as all these other industries were generally succeeding on mass content for their respective states but what has happened is that this regular mass content is not working unless aided by scale or something special in some other way. Basically there are no takers for the medium budget regular mass content at the moment which was the bread and butter for all these industries.
The Hindi film industry had a problem with content for the last 10-15 years as it was turning very niche despite having the widest audience of all the industries but the medium budget film still can survive as has been seen by Bhool Bhulaiyaa 2 and to a lesser extent Jugjugg Jeeyo. These types are the bread and butter for every industry and a must for survival as how many big budget grand films with big stars can come every year.
The content of Bhool Bhulaiyaa 2 appealed to the multiplex audience across all circuits and did the numbers. The business in single screens was fair but that is good enough for this film. Basically if a film can appeal to multiplexes all over that is more than good enough for the medium budget film. The difference between Bhool Bhulaiyaa 2 and other films that are medium budget is the wider appeal.
Jugjugg Jeeyo was another medium film which put up decent numbers although some of the industry still stuck in the pre pandemic era and then on the other side many in the industry saw it as a good film so expect better. But what industry people think hardly alters the actual appeal of the film at the ground level. This film is missing that mass appeal and East Punjab where the film should OUT perform did NOT perform but still it got around that 80 crore nett mark. It does not take Einstein to figure out if the film had wider appeal and and a more youthful subject with this cast it would be done much higher.
See it is difficult to say how other industries will reinvent their content to move forward as they created mass content for their respective states but for us there is some hope as the appeal of content has to get wider and the tone of the content has to change from what was generally being done earlier. The big films will come and some will do well and some wont but interest will be there for these but no industry can survive on just the big films, It is all about where the more regular or medium budget film goes and here the numbers Bhool Bhulaiyya 2 with wide appeal and Jugjugg Jeeyo with limited appeal give hope. This is also where the Hindi film industry stands apart from the rest.
Music will be playing a huge part going forward as a real hit song picturised on a genuinely liked male and female lead does wonders for a film. The latter is of huge importance as a good song but lesser stars means much much less impact. The standard of music has gone down over the last few years as films are even attemped without songs but this is a must now and the industry can start turning things around from the music right now.
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