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How Kashmir Files movie success at the box office is a marketing case study

Critical reception

When a Product or creation of idea strikes and twirls the chord of the masses a Category,Hero,Brand or institution is born. It lingers as memory for the future. 

Vivek Agnihotri as a film maker in Brand Bollywood has been sketchy. After having been on the conveyer belt of manufacturing masala pot boilers catering to the masses.

Vivek Agnihotri finally found his niche with the film “Buddha in a traffic jam”.A live example of reworking,reinventing and repositioning ones mindset and product to the target audience.

The cine goers in India and abroad noticed and brought accolades to Vivek Agnihotri.A pro establishment stance and his audacity to take on the established movie production houses and powerful movie stars was reciprocated with empathy.

Vivek Ranjan Agnihotri (born 10 November)[1] is an Indian film directorscreenwriter, author who works in Hindi cinema. As of 2019, he is a member of the board of India’s Central Board of Film Certification and a cultural representative of Indian Cinema at the Indian Council for Cultural Relations.[2] He won the National Film Award for Best Screenplay – Dialogues for The Tashkent Files (2019). Agnihotri started his career with advertorial agencies and moved to producing and directing tele-serials. He debuted in Bollywood with the crime thriller Chocolate (2005) and has directed multiple films since.

List of films produced, directed and written
YearTitleProducerDirectorScreen writer
2005Chocolate Green tickGreen tick
2007Dhan Dhana Dhan Goal Green tick 
2012Hate Story Green tick 
2014Zid Green tickGreen tick
2016Buddha in a Traffic JamGreen tickGreen tickGreen tick
Junooniyat Green tickGreen tick
2019The Tashkent FilesGreen tickGreen tickGreen tick
2022The Kashmir FilesGreen tickGreen tickGreen tick
2022The Delhi Files[64] Green tickGreen tick

Without any megastars—it features Anupam Kher, Darshan Kumar, Pallavi Joshi and Mithun Chakraborty in lead roles—the film had little pre-release buzz going for it. But the movie received strong support from several BJP state governments and its leaders, including Prime Minister Narendra Modi, who met the film’s director, Vivek Agnihotri, and its cast members. At BJP’s parliamentary party meeting, Modi said “films like The Kashmir Files need to be made so that people can know the truth”.

Vivek Agnihotri’s film The Kashmir Files is making big waves at the box office. The film is being loved by many and appreciated by a huge chunk of the audience. 

Political messaging and historical accuracy

The film has raised a debate among the people that divided into factions. While some criticized the makers of twisting the facts of the incidents to make it as a propoganda film and creating a hatred for Muslims, while some counter argued claiming that the film showcases the real incidents of the Kashmiri Pandits exodus and attrocities committed on them.

Low-budget films that scored big upon release

The making cost of The Kashmir Files is estimated to be around Rs 15 crore, and the film is expectedly heading towards Rs 300 crore. Also, it has become the third-highest weekend grosser after big-budget films like Bahubali – The Conclusion and Dangal. Looking at the massive success of The Kashmir Files, here we are with a list of other low budget films which made it huge after their release.

The Kashmir Files has been receiving a phenomenal response from the audience and has become one of the biggest hits in recent times. At the box office, the film has created history. In 12 days, the Vivek Agnihotri directorial venture earned Rs 190 crore, despite initial limited screening and a low budget. 

.The movie has stirred a debate across the country as well as in the Lok Sabha and Rajya Sabha.

Heart wrenching emotions lay bare  to the world after every movie screening.Temperatures have run riot over many stark facts that were censured and blocked by the media then. 

Amid a call for the reopening of cases related to the killing of Kashmiri Pandits in 1990s, Jammu and Kashmir Director General of Police (DGP) Dilbag Singh on Tuesday said if there is “something specific”,  will definitely be look into.

.

International Theatrical release

The Kashmir Files has received an R16 classification from the New Zealand Classification Office, with a scheduled release date of 24 March 2022. British and Australian censors have given the film an R18 and 18+ plus rating respectively. 

In India the movie had an initial screen count of 630, before taking over nearly 4,000 screens, and may soon be dubbed in Tamil, Telugu, Malayalam and Kannada, said film trade analysts.

The only equivalent to such hype and box office growth, trade analyst Taran Adarsh tweeted last week, is Jai Santoshi Maa, a 1975 mythological film that held its own against all-time blockbuster Sholay. Incidentally, the older film played to religious sentiments.

On the day of Holi, The Kashmir Files saw its box office collection zoom to 19.50 crore, beating Akshay Kumar’s Bachchhan Paandey’s Friday debut at 12.50 crore. The Kashmir Files’ second Friday revenue was only marginally lower than the 20 crore Baahubali 2, currently the highest-grossing Indian film ever, had made on its second Friday in 2017.

 

The Kashmir Files earns Rs 200.13 crore, becomes highest grossing Post Covid release.

The Kashmir Files is witnessing some drop in its collections after routing its opponents at the box office for 12 days straight. The movie released on March 11, has been declared tax-free in several states of India and has stirred up a political storm in the country.

Government and ruling party support

Trade analyst Taran Adarsh reported that The Kashmir Files did a business of Rs 10.03 crore on Wednesday, which takes its total to Rs 200.13 crore in 13 days. The collection on Wednesday has seen a minor drop from its Tuesday business of Rs 10.25 crore. Going forth the collections are going to get lesser and lesser, it is expected. The movie is a sensational blockbuster by any standard and has also surpassed Akshay Kumar and Katrina Kaif‘s Sooryavanshi to become the highest-grossing Hindi film of the pandemic. In its glorious box office run, The Kashmir Files has decimated Radhe Shyam and Bachchhan Paandey. It also ate into the business of Gangubai Kathiawadi and emerged as the first and only choice of cinemagoers in the past few days. 

Case Studing on Kashmir files film marketing
Tail Piece:
All Works of art are useless and go unnoticed unless sold and consumed.
All is well only when you sell and sell more.

 

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