Understanding Box Office success through audience insight and strategy
Public Relations consultant and film marketing strategist Subhankar Banerjee has offered a detailed assessment of why some films succeed at the box office while others fail, describing the theatrical marketplace as “a merciless arena where films are judged instantly by audiences, critics and word-of-mouth.”
According to Banerjee, box office outcomes are rarely accidental and are shaped by a combination of creative, commercial and strategic decisions taken long before a film reaches cinemas. “A weak storyline is often the first nail in the coffin,” he said, noting that poor scripts tend to generate negative word-of-mouth that quickly erodes audience interest. He cited films such as Thugs of Hindostan (2018) and Akira (2016) as examples where weak storytelling affected box office performance despite high expectations.
Banerjee also pointed to inadequate marketing as a recurring reason for commercial failure. He observed that several films fail not because of content alone but because audiences are never made sufficiently aware of their release. Referring to Awarapan (2007), he said the film struggled commercially due to poor promotion, even though it later gained a cult following.
Release timing, he added, plays a decisive role in box office fortunes. “Even well-mounted films can suffer if they release alongside strong competition,” Banerjee said, referring to clashes such as Dilwale and Golmaal Again, which impacted each other’s theatrical runs. He further noted that films rooted in genres or themes misaligned with prevailing audience preferences often struggle to sustain momentum.
On casting, Banerjee said that star power alone does not guarantee success, but unfamiliar or miscast talent can affect audience pull. He cited films like Akira and Thugs of Hindostan to underline how audience expectations around casting and performance influence theatrical outcomes. Negative reviews and poor ratings, he added, can compound these challenges, discouraging footfalls during crucial opening days.
Distribution and scale of release were also highlighted as critical factors. Banerjee noted that limited releases or weak distribution networks can restrict a film’s reach, citing Love Sex Aur Dhokha (2010) as an example of a film whose initial box office performance was affected by limited accessibility.
In contrast, Banerjee outlined what he described as the “blueprint for box office success,” emphasising the importance of a strong narrative, effective marketing and emotional audience connection. “Films like Dangal and Baahubali worked because they combined compelling stories with strategic promotion and wide distribution,” he said. He also pointed to regional successes such as the Assamese film Shri Raghupati (2023), noting that strong local resonance can translate into commercial success.
Marketing campaigns that build anticipation before release are crucial, Banerjee said, citing Baahubali, RRR and Pushpa as examples where sustained promotional efforts played a key role in box office outcomes. Strategic release timing, popular and credible cast and crew, and positive critical reception further strengthen a film’s chances, he added.
Banerjee stressed that understanding the target audience is central to sustained box office success. “It’s not just about making a good film, but about making a film that connects with its audience,” he said, citing Dangal, Baahubali and 3 Idiots as examples of films that achieved both critical and commercial success through strong audience resonance.
Summing up, Banerjee said filmmakers and producers must approach cinema as both a creative and strategic enterprise. “Storytelling, marketing, timing and audience insight must work together. Ignoring even one of these elements can cost a film dearly at the box office,” he said.
Banerjee works as a Public Relations consultant and film marketing strategist, and is actively associated with the Assamese film industry.
