Kaabil and Raees Should Learn something from this Movies!

One of the biggest clashes of the year – Ae Dil Hai Mushkil and Shivaay – is finally done away with, and surprisingly, neither of the films has been trounced by the other at the box office, as many had predicted. In normal circumstances, if two biggies clash on the same day, one is usually overshadowed by the other, as seen earlier this year when Hrithik Roshan’s prehistoric drama clashed with Akshay Kumar courtroom drama, Rustom and got the worst of the crash. However, in the case of ADHM-Shivaay clash, both the film did the same business, with Ae Dil Hai Mushkil having a good hold with the multiplexes, while Shivaay is still entertaining the single screens. Ae Dil hai Mushkil is directed by Karan Johar and stars Ranbir Kapoor, Aishwarya Rai and Anushka Sharma. Meanwhile, Ajay Devgn directs and stars in Shivaay, which also has Polish actress Erika Kaar, Sayyeshaa Saigal and Vir Das. Now that clash is done away with, gear up from another class in just a couple of months. Shah Rukh Khan’s much delayed but much anticipated Raees is all set to compete with Hrithik Roshan’s vendetta drama, Kaabil on January 26, 2017. As the day come closer, we are sure the makers of the films will try to push the other into a corner and try their best to capitalise on the fall. Both the teams are trying to convince the other to move their release date, but since it is a matter of egos, we are sure that’s not happening. However, Raees and Kaabil can still make good of the clash, if they had followed the clash of ADHM and Shivaay, and learnt these five lessons from it. Find your target audience and market accordingly. Now ADHM was a typical Karan Johar film, and his audiences are mostly of the multiplex variety, so it made most of its business in the multiplexes. Shivaay, on the other hand, is an action film and worked on the single screens better. So both the films ate less into each other’s business and turned out to hit. Promote your films well What worked well for Ae Dil Hai Mushkil is that it was promoted and marketed aggressively, and that gave the film a thunderous start. On the other hand, Shivaay’s promotions were rather low-key, and it capitalised more on the goodwill from the tremendous first trailer and the title track. So the makers of Kaabil and Raees, please promote your products as much as you can, but don’t go into an overdrive. Try to negotiate equal amount of screens Even though Ajay Devgn and Karan were loggerheads with each other, they did not exactly fight over the number of screens as Ajay did with YRF when Son of Sardaar clashed with Jab Tak Hai Jaan. The reason probably is that both got enough screens to earn enough revenue for their films. Similarly, even Shah Rukh Khan and Hrithik Roshan should amicably work with each other and share enough screens among themselves. Try your best not to use negative tactics against each other Not wanting to point fingers, but there have been enough negative tactics used during the path to ADHM – Shivaay clash. The infamous KRK episode is the prime example of this, which could have been totally avoided and should not be repeated again when Raees and Kaabil clash. Shah Rukh Khan and Hrithik Roshan have been family friends, and they should not let this competition affect the good relations that have been between them before. On second thoughts, avoid the clash I agree that both ADHM and Shivaay are making money, but since both the films are made on very high budgets, it would have been more profitable for each of them if they had been solo releases. While Kaabil is made on a very modest budget (perhaps the failure of Hrithik Roshan’s last mega budget film, Mohenjo Daro, still hurts), Raees is made on a bigger one. Therefore a clash can reduce the profit/cost ratio of both the films even if they both are hits.

Murtaza Rangwala

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