Behind the hype: Brands & bulk bookings

Bulk bookings for bigticket films, featuring popular actors, now make up for almost 20% of weekend box office collections an emerging trend that is attributed by trade experts to the fervour generated by the brands endorsed by the stars.

- Lata Jha 

While it is common for fan clubs to engage in bulk bookings for top stars, it is emerging as an important part of promotional campaigns for brands as well, primarily involving purchasing tickets in large quantities to generate excitement around the film.

Nevertheless, this strategy can backfire if there's a lack of actual audience turnout in cinemas, and draws criticism on social media platforms as well.