Block Bookings Surge as Many Films Turn Into Horror Shows

HIGHLIGHTS:

• Block bookings are becoming more common in the film industry, with producers and stars inflating opening weekend collections to create a false perception of success.
• The excessive use of block bookings often signals that producers lack confidence in the quality of their films, which leads to poor long-term box office performance.
• A recent example is the multilingual film Game Changer, which had Rs 1.5 crore of Rs 2.5 crore in advance bookings from block bookings, yet struggled to perform, grossing only Rs 155 crore against its Rs 400-450 crore budget.
• Producers set aside 2-10% of a film's budget for block booking, using it as a marketing tactic to boost ticket sales, especially when the trailer doesn't generate a strong organic response.

The issue of block booking movie tickets by producers and stars has emerged as a significant concern in the film industry again, with growing scrutiny over its effect on the opening collections of recent Hindi and pan-India films.

Industry insiders point to two major concerns in this growing trend: the extent of block bookings and their connection to a film's quality.

The practice pushes up first-weekend numbers, creating an illusion of success.

Among recent films, the multilingual Game Changer experienced a larger proportion of block bookings compared to organic ticket sales. Box office tracking firm Sacnilk reports that out of Rs 2.5 crore in advance bookings, Rs 1.5 crore stemmed from block bookings. Despite this, the film struggled to maintain momentum and ultimately grossed around Rs 155 crore, against a budget of Rs 400-450 crore.

Veteran trade analyst Komal Nahta noted, “In the past, block booking was like salt in a well-cooked dish—never too much or too little, just adequate. However, for a recent film, the producers block-booked tickets worth Rs 40 crore (net collections) out of Rs 80 crore the film collected in a week's time. This shows how excessive block booking has become.”

Analysts suggest that when block bookings surpass organic audience demand, films tend to underperform at the box office. Trade experts also point out that a heavy reliance on block bookings often indicates weaker content and predicts poor long-term performance.

"Audiences cannot be hoodwinked. If a viewer books a ticket and finds 90% of the auditorium empty, the film is doomed through word-of-mouth," Nahta added.

Block booking takes place through various methods. Producers purchase tickets in bulk for their affiliates, while corporations—particularly brands linked to film stars—buy tickets as part of endorsement deals, with ticket values sometimes included in the star's compensation. Producers may also exchange tickets for services in a barter arrangement.

A producer, speaking on condition of anonymity, said, “Producers typically set aside 2-10% of a film’s budget for block booking after gauging the response to its trailer. They consider this a marketing expense.”

Trade analysts suggest that block booking is frequently employed when producers lack confidence in their films' ability to draw audiences. By artificially boosting opening weekend numbers, they aim to secure more favorable deals with streaming platforms.

Movie trade analyst Girish Wankhede remarked, “Allocating a film’s budget to boost its first three-day collection is a recent phenomenon, but it’s not an honest approach. The aim is clear producers inflate box office numbers to secure higher prices for digital and satellite rights.”

A recent box office forecast by media and entertainment research firm Ormax Media revealed that corporate bookings do not lead to sustained audience attendance. While there may be initial spikes in collections, they tend to drop off if the film does not meet audience expectations.

Ameya Naik, producer and founder of Fantasy Films, said, “If a film’s trailer is well received, audience footfalls will grow organically. Block booking reflects a lack of confidence in one’s own creation. And audiences are smart enough to recognise this tactic."