Success of Medium Budgeted Films with Little Face Value in 2013 in Bollywood

Unlike Hollywood, Bollywood has always been a place where new faces have found it tough to enjoy success in their very initial outing unless they come from a family of film stars. Even after the advent of multiplexes and acceptance of content different from the conventional Bollywood films, very few movies led by newcomers, or in the terms of trade, lacking face value have done well in last few years. However, this year has been an exception. Most of the big budget star driven vehicles have given disappointing returns while medium budget films with newer faces have performed very well. Films like Kai Po Che, Aashiqui 2, Fukrey and Raanjhanaa  were never expected to put up big numbers. But the results have been completely different. The acceptance of these films by the audience is not only heartening but encouraging as well for the Hindi film industry.

So what actually made these films work and click with the viewers? The foremost reason is the content. Viewers today have many options and watching films has become very expensive. Even star power can’t bring the audience to the theaters if the content offered to them is an utter trash. Himmatwala starring Ajay Devgn is a very recent example. Most of the medium budgeted films this year were received well by the critics and viewers alike. A movie like Chashme Baddoor wasn't a critical success but the film clicked due to the urban youth which had been waiting for a goofball comedy for a long time. But rest of them – Kai Po Chhe, Aashiqui 2 and Raanjhanaa – were appreciated across the board.

Another significant reason behind the success of these films has been a very effective marketing. The makers knew that they had a solid product to deliver and so spent a good amount on the films’ promotion. Without that it would have been difficult to open the film well outside big cities as lack of face value would have been a big deterrent for the viewers in the smaller cities and towns. The hit music also helped these films in a big way. Aashiqui 2’s music was a bigger success than that of high budgeted films like Race 2 and Himmatwala.

The first half of 2013 wasn't a roaring success for Bollywood as many of the hugely anticipated films failed to perform. However, the success of these medium budgeted films with fresh faces is certainly good for the industry. It also affirms the fact that there is no alternative to a good content and effective marketing.