Box office collections in Indian cinema have long been a point of intense discussion and controversy. However, the practice of inflating these numbers for promotional and PR purposes has become more common, with insiders revealing the scale of manipulation in recent years. A recent incident with the release of Suriya’s Kanguva is a prime example of how box office figures can be manipulated. While producers proudly reported a ₹127 crore global gross in three days, trade sources suggested the true number was far less, with estimates ranging from ₹70 crore to ₹100 crore.
The Phenomenon of Inflated Box Office Figures
The inflation of box office collections is not a new phenomenon in Indian cinema, but it has taken on a more prominent role in the industry in recent years. Atul Mohan, a veteran trade analyst, explains that while small inflation used to occur in the past—like reporting ₹100 crore when a film made ₹98 crore—today, figures are often manipulated on a much larger scale. This has become a regular practice, with producers keen on projecting their films as blockbusters, regardless of actual earnings.
The rise of social media has amplified this issue, with producers, actors, and studios frequently sharing box office earnings, often on a daily basis. This has shifted public focus from film quality and reviews to earnings, leading to a culture where box office numbers are treated as a measure of a film’s success, regardless of the truth behind them. Actor Manoj Bajpayee emphasizes that the constant stream of earnings-related content on platforms like Twitter and Instagram has sparked a frenzy among the audience, further fuelling the obsession with numbers.
Why Do Filmmakers Inflate Box Office Numbers?
Trade analysts believe that the inflation of box office numbers is largely driven by the need to market films effectively. “Reviews are short-lived, but box office collections provide an ongoing narrative,” says Chennai-based film trade analyst Ramesh Bala. The idea is that a film that earns ₹100 crore in a few days creates the illusion of success, compelling more viewers to flock to theatres. Many insiders agree that this perception plays a significant role in a film’s continued marketing efforts.
However, not everyone believes that inflating numbers leads to greater box office success. Publicist Mandvi Sharma, who has worked on high-profile campaigns, argues that word-of-mouth remains the primary factor driving audiences to the theatre. While box office figures can maintain a buzz, it is the genuine interest and recommendation of friends and family that determines a film’s true success.
The Issue of Corporate Bookings
The term “corporate booking” has also become a buzzword when discussing inflated box office numbers. This practice involves brands purchasing tickets for employees in exchange for brand placements in the film, sometimes as a way of circumventing traditional revenue-sharing models. While this strategy accounts for only a small fraction of a film’s total earnings, social media users often latch onto it as evidence of inflated figures.
Trade analyst Sumit Kadel explains that these corporate bookings are legal and not inherently unethical, but they often lead to inflated earnings being reported. For example, if a film grosses ₹500 crore, corporate bookings might contribute only ₹30-40 crore. Despite this, the inflated total can become a focal point for controversy.
Who Can Be Trusted?
Given the discrepancies between producers’ numbers and trade estimates, many trade analysts face pressure to report the ‘official’ figures, even when they know they may not be entirely accurate. As Kadel notes, when the difference between the reported numbers is just a few crore, analysts typically accept the producers’ figures. However, when discrepancies reach into the tens of crores, analysts may either report trade figures or avoid sharing numbers altogether to maintain credibility.
While the practice of inflating box office collections remains widespread, there is hope that this obsession with numbers will fade over time. Many industry insiders believe that audiences will eventually tire of the constant focus on box office earnings, and the manipulation of figures will lose its appeal.
This news report is curated with insights from multiple reliable news sources.