Actor Gulshan Devaiah recently opened up about the commercial failure of his latest film, Ulajh, which starred Janhvi Kapoor in the lead role. In a candid interview with Bollywood Hungama, Gulshan discussed the complex factors contributing to a film’s success or failure at the box office, emphasizing that it’s often difficult to pinpoint a single reason why a film doesn’t resonate with audiences.
Understanding the Theatrical Distribution Model
Gulshan Devaiah delved into the theatrical distribution model’s intricacies, highlighting how factors like ticket prices, competition, and star power influence a film’s performance. He expressed his own curiosity about what draws audiences to theatres, citing personal experiences like watching Deadpool and Wolverine because of the enjoyment he had during the first film. “There’s something about every project that attracts us, whether it’s a Salman Khan film, a Rajkummar Rao film, or an Alia Bhatt film. But even some of their movies don’t work,” he remarked.
Reflecting on Ulajh‘s Performance
When addressing Ulajh‘s underwhelming box office performance, Gulshan admitted that he has “no idea” why the political thriller didn’t connect with the audience. He speculated that it could be due to various reasons, such as the trailer not resonating with viewers or simply not meeting audience expectations. “We do our best; sometimes our best isn’t good enough. It’s not the audience’s fault,” he said, acknowledging the challenges of creating content that appeals to a wide audience.
The Impact of Streaming Platforms and Competition
Gulshan also touched upon the growing competition in the entertainment industry, particularly with the rise of streaming platforms. He pointed out that audiences now have the option to watch movies at home, making it tougher for theatrical releases to thrive. Despite this, he rejected the idea that certain films are only suited for streaming, asserting that any film can succeed in theatres given the right circumstances.
“The business of cinema is transitioning, and this competition won’t go away, but we have to embrace it,” he stated. Gulshan cited the example of filmmaker Vidhu Vinod Chopra, who has worked with some of the biggest stars in Bollywood but whose most successful film was with Vikrant Massey—a lesser-known actor by comparison. This, he argued, proves that star power alone isn’t enough to guarantee box office success.
The Challenges of the Theatrical Market
Gulshan Devaiah believed every feature film should ideally be released in cinemas despite acknowledging that this might be an idealistic view. He pointed out the harsh realities of the theatrical market, where making a profit is increasingly difficult. “The audience knows they can buy subscriptions to OTT platforms for Rs 500 a year, so they’ll think twice before spending Rs 1000 for a trip to the cinema. Even if tickets are cheap, there’s food, parking, and many other expenses that add up,” he explained.
A Tough Year for Bollywood
Ulajh was released in theatres alongside the Ajay Devgn and Tabu-starrer Auron Mein Kahan Dum Tha. Unfortunately, both films struggled at the box office, while the holdover hit Kalki 2898 AD continued to perform well. Gulshan’s reflections come at a time when Bollywood has faced a challenging year, with significant gaps between major releases forcing producers to re-release older movies to maintain audience interest.
Conclusion
Gulshan Devaiah’s insights into Ulajh’s failure offer a glimpse into the many variables determining a film’s success. From the impact of streaming platforms to the unpredictable nature of audience preferences, the actor’s candid reflections underscore the evolving landscape of the film industry. As Bollywood continues to navigate these challenges, the future of theatrical releases remains uncertain, but filmmakers and actors alike are committed to finding new ways to engage audiences.
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