Word-of-mouth plays crucial role among houseful cinemagoers
“I personally compare every film release to the national elections,” said Redoan Rony over the phone. “No matter what the hype machine churns out, the real test is on the day that the audience punches a ticket and has a say.”
The director was referring to ‘bot’ attacks which attempt to skew perspectives of a film well before its release. His film “Domm” is also subject to such polarising opinions online. While alternative media—which in this case includes Facebook and Instagram film pages—now has loyal, growing fanbases, fringe elements that particularly target films have become a growing concern for new releases.
Amidst ongoing online debates, memes, and mockery, the five mainstream films that have been released have found their target audiences. “Prince”, “Domm”, “Bonolota Express”, “Pressure Cooker”, and “Rakkhosh” have lured audiences to theatres.
Groups and pages on social media, while now crucial to Bangladesh’s film ecosystem, can give rise to much tribalism among fans, providing a window of opportunity for vested interests online. Abu Hayat Mahmud, director of the Shakib Khan starrer “Prince”, feels strongly about this issue. “There was criticism regarding the trailer’s VFX, which we were willing to work on. However, there were pages that edited screengrabs from the trailer and made a mockery of the situation. We all know that they are not done by ‘neutral’ fans. You will notice that there are no discussions regarding the plot, acting, or even direction—just the one thing that is perpetually making rounds online.”
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Despite that, largely due to the superstardom of Shakib Khan, “Prince” is the only film this season to make inroads in single-screen halls. “Eighty percent of the halls that we are currently showcasing the film in are going houseful,” claims Mahmud.
Raihan Rafi, who has proven his mainstream appeal with “Surongo”, “Toofan”, and “Taandob”, has taken a risk with his female-led film “Pressure Cooker”. The film, starring Shobnom Bubly and Nazifa Tushi, among others, is being lauded online for its courageous storytelling. “While the mainstream media has always given us support, there is obviously room for improvement, especially during Eid,” said the director. He claims that much of the audience has called it his best work yet, but with little reflection of it in mainstream media post-release. “Honestly, word-of-mouth and online opinions are carrying this film in a sea of star-studded releases. I am very happy with the response.”
Hall allocations arguably play a crucial factor in Eid releases, especially when multiple star-studded projects are released. Siam Ahmed had successfully turned heads with his performance in the Mehedi Hasan Hridoy-directed “Rakkhosh”. “We were given nine halls to start with by Star Cineplex, and it doubled after immense audience pressure. On the second day, we showcased the film in 22 halls.” The actor, while happy with the audience’s reception both in the theatre and online, insists that every film that releases should be given a chance to shine. “I can’t complain, though. I am certain that if someone walks into the theatre to see this film, they will find something special in it.” “Rakkhosh” is set in the same universe as the director’s previous hit, “Borbaad”.
Tanim Noor’s “Bonolota Express” is the most star-studded film to release this Eid. “My target audience is always the middle class and families,” he said. “Irrespective of how many halls a film manages to land, it is the people who have the power to share their opinions and write about their feelings—because at the end of the day, a cineplex is a business and they will decide what’s best for them.”
“My first film was a super-flop. I felt really bad when opinions ran rampant online, but I just took them as inspiration to improve myself and do better.” The director’s “Utshob” proved that there was still a place for entire families in cinema halls.
The biggest takeaway from this Eid’s releases is that cinema, regardless of star power or mass appeal, can find its own audience after cutting through the noise from fringe elements. For the sake of the film industry, it matters that the people are in the halls, with a real choice of what they want to watch.
The author is Entertainment Editor at The Daily Star.
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