Movies have an Achilles heel - Their product life cycle is very short. The only space available for a movie to earn money is the first weekend. After which it obviously is in the hands of the quality of content, stars and people. For all practical purposes if a movie makes a bang on the first weekend, it should recover its money. Due to the first weekend phenomena and distrust on their own quality of content, movie makers go for over the top campaigns to promote their movie because the first weekend audience is more marketing driven rather than word of mouth. This expenditure on promotion in turn affects the return on investment (ROI). In the last year there have been movies who have decided to bank on content quality and WOM. Vicky Donor with a shoe-string promotional budget and a total budget of Rs. 5 Crore managed to gross over Rs. 40 Crore almost 8 times its budget. It had no star cast, just a compelling story. The same goes for Pan Singh Tomar with a budget...
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