Since the start of the pandemic, we came up with multiple articles wherein we asked trade experts how much the digital films would have earned at the box office had there been no lockdown and had these films been released in cinemas. After a tremendous response to each of our stories, we are now back with a similar exercise.
NOTE – The box office data presented is for India box office only
This time, we speak about Gehraiyaan. It tells the story of a young, urban woman who starts a secret relationship with her cousin’s boyfriend after she feels stifled with her beau. How it leads to a shocking development in their lives forms the finale of the film. Directed by Shakun Batra, it was produced by Karan Johar and starred Deepika Padukone, Ananya Panday, Siddhant Chaturvedi, and Dhaiya Karwa. Gehraiyaan was one of the first films to go on floors post-pandemic. In late 2021, it was announced that it’ll release directly on digital. Gehraiyaan premiered on Amazon Prime on February 11, 2022.
Probable Theatrical Box Office Lifetime: Rs. 35 to 40 crores
If Gehraiyaan had been released in cinemas, it would have had a decent start due to the casting of Deepika Padukone, the youth appeal, and the intimate scenes. However, the treatment of the film was niche and arthouse cinema-like. As a result, the opening wouldn’t have been earth-shattering. Moreover, its box office performance would have been just okay. This is because, in addition to the niche factor, the word of mouth was polarizing. While a section of the audience loved it, many gave the film thumbs down.
Trade Verdict:
This time, all three trade experts were on the same page. Girish Johar, producer and film business analyst, said, “I don’t think it would have worked at the box office, to be very honest. The traction for Deepika Padukone is indeed humongous. But I think it’s a very niche and elitist film. Jhund is a brilliant film and I loved it. However, it hasn’t got the numbers, despite the acclaim. Similarly, I don’t think that the praises garnered by Gehraiyaan critically would have translated into healthy box office numbers. It would have done well only in select multiplexes in the metros. What I mean is that it would have drawn audiences in multiplexes of South Mumbai or South Delhi or certain premium cinemas in Gurugram, etc only.”
Trade analyst Taran Adarsh stated, “I genuinely feel that Gehraiyaan would have catered to the multiplex audience, not just multiplexes everywhere, but in select multiplexes of select cities. It’s a very Nariman Point-to-Bandra kind of a film. It’s a well-made film with fine performances. However, it caters to a very, very tiny section of the audience. The target audience for this film is limited in cinemas but is in abundance on OTT. When it comes to digital, people want to experiment and watch different kinds of genres. So, ideally, a film of this kind would have worked only in digital and not in theatres.”
Atul Mohan, in agreement, said, “The content would have appealed to the multiplex audiences mainly, particularly the premium properties in big cities. For the masses, the film doesn’t have much to offer as it’s a slow-moving drama.”
When asked about its box office performance, Girish Johar replied, “It would have had a lifetime collection of Rs. 20 to 30 crore.” As for Atul Mohan, he said, “The bulk of the business would have come from Mumbai, Delhi, etc. mainly in the evening and night shows. I think it would have done a business of around Rs. 20-25 crore.”
Both Taran Adarsh and Girish Johar agree that Dharma Productions’ decision to release Gehraiyaan directly online made complete sense. Girish Johar exulted, “I think the producers managed to crack a fantastic deal with Amazon Prime.” Taran Adarsh agreed, “Dharma is a reputed production house. Gehraiyaan is made by a fine director and stars some known names, including Deepika Padukone. So, they had an edge.”
Atul Mohan explained, “The makers must have got a good deal. And premium content commands a huge price. The producers must have realized that if they go for a theatrical release, they would have to spend additional Rs. 5 crore approx. By releasing it directly online, the responsibility of the promotions also fell on Amazon. If it was a cinema release, Dharma would have to shell out money to spend on P&A. As a result, it would have made financial sense to skip a release in cinemas and earn profit by selling the film to an OTT giant.”
from Featured Movie News | Featured Bollywood News - Bollywood Hungama
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