What is a paid preview? A practice, that prevails in the west to provide the first show crowd a chance to see the movie ahead of the actual release. It was also practiced in India for the elite people who do not desire to mingle. Now, this is being extended by the theatre owners to am-junta who are willing to shell out a bit extra for some extra comforts.
As per the details given by one Mr.Sandeep Bhargava of Indian Films, to the press, the movie Ghajini was run in almost 650 paid previews and the response was so tremendous that the theatre owners were demanding more of it. The next day being Christmas, the movie was shown in previews a day/night before and the sources claim that the revenue generated from the tickets ranging from Rs 300 to Rs 600 was very encouraging.
Extending the same formula, now the Chandni Chowk To China also has utilized the holidays due to Makar Sankranti and Pongal and lined up previews on 60 screens in 24 locations. This programme is expected to fetch the producers about Rs 7 to 10 Cr in just a day if things go well.
So, the production, direction and acting become just one element of the movie industry. The marketing takes front stage even for the movies by leading actor/s to make an impression in the box office. It is business. IIM graduates are keenly watching. Ghajini, which has crossed all the previously achieved targets, may become a case study soon and the movie houses may pick the IIMs offering the maximum premium.