The trend of paid premiere shows has become increasingly common for small- and medium-budget films.
Many people wonder how relatively unknown movies manage to flash “sold out” boards even before their official release.
Who is buying tickets for these lesser-known films across multiple centres?
Industry insiders say the answer lies in clever publicity tactics. Certain distributors-turned-producers acquire small films and present them under their banners.
As part of the promotional strategy, they reportedly rope in social media influencers and college students to create artificial buzz around the film.
In several centres, around 100 tickets are distributed to selected groups to ensure premiere shows appear fully booked.
These attendees then post positive reviews, trending hashtags, and celebratory videos on social media, creating the impression of strong word-of-mouth. Initially, this strategy does generate curiosity and footfalls.
However, such gimmicks can only go so far. Films with genuine content and entertainment value manage to sustain beyond the opening weekend.
For instance, Little Hearts connected with audiences because of its clean humour and engaging narrative, despite using similar promotional tactics. In the end, content made the difference.
In recent weeks, many small films that relied heavily on artificial hype have failed to recover even their basic investments.
When box-office numbers disappoint, some presenters reportedly resort to controversial statements to grab attention.
Select social media handles then amplify these comments, keeping the film in discussion for a few more days.
The larger question remains: how long can such strategies work?
While marketing innovation is necessary, the industry must reflect on whether short-term publicity gimmicks truly help films in the long run.
Ultimately, only strong storytelling and real audience connect can ensure lasting success at the box office.
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