Housefull 5: Akshay Kumar Film's Dual Climax Strategy A Win-Win Or A ‘Tricky' Gimmick?
The simultaneous release of two versions of Housefull 5 could bring forth some much-needed respite to exhibitors. But a trade expert explains why this could misfire.
How to create a comic caper cum whodunit with an X factor? The makers of Housefull 5 may just have cracked the formula. If you think that it's USP is its franchise value and a star-studded ensemble cast, you may be mistaken. Because its biggest novelty is its dual climax. One look at BookMyShow and you will see that you're being offered two different options to choose from – Housefull 5A and Housefull 5B. In fact, recently, producer Sajid Nadiadwala had revealed that audiences will get to watch different versions of the film at different screens.
Needless to say, most fans are thrilled and so is the exhibition industry. This could set an interesting precedent and bring forth some much-needed respite to distributors, exhibitors and cinema owners. Is it really a win-win? Gautam Dutta, CEO, Revenue & Operations, PVR INOX Ltd, tells us, 'The concept of offering different climaxes across screens is certainly unique and could spark curiosity among audiences. While it's an unconventional approach for the Indian market, it also opens up new avenues for engagement and conversation."
He's quick to add that the success of a strategy like this, however, depends on 'how effectively it is communicated to audiences and how well it aligns with their viewing expectations'. And along with that, producer and film business expert Girish Johar reiterates that content is the ultimate destiny decider. 'This is the first time that such a plan has been put to practice. But at the end of the day, it all boils down to content. If people enjoy watching Housefull 5A, they would want to watch Housefull 5B too. I see it as a positive development and hope it pans out well," he remarks.
According to Rahul Puri, MD, MuktaA2 Cinemas, an 'experimental' marketing strategy like this can also have consequences on the creative aspect of filmmaking as it may 'open up new possibilities for storytelling in theatres'. 'Moviegoers are eager to explore and compare the varied endings. And this is refreshing, it's exciting and it could mark a new chapter for the industry going forward," he asserts.
Bhuvanesh Mendiratta, MD, Miraj Entertainment Ltd, believes that this is a great way for audiences to start prioritising the theatre-going experience once again. 'With so many entertainment options available, experiments like this feel timely and much needed. At Miraj Cinemas, we truly celebrate it when filmmakers take creative risks like this. Showing two different climaxes isn't just a unique concept, it's also a smart one. Audiences are constantly looking for something new and this gives them a reason to come back and watch the film again, just to see how the endings differ," he states.
He continues, 'Both versions are getting an equal number of screens at Miraj Cinemas. Viewers can decide which version they want to see first and that element of choice adds to the overall fun. Rang De Basanti had multiple versions considered before the final cut was locked. In the case of Sholay, the original ending where Thakur kills Gabbar was changed due to censor board objections, resulting in a completely different climax being shot. But what's happening with Housefull 5 is a step further. Releasing both versions to the public shows a remarkable level of confidence from the film's team."
But is this new and innovative strategy reflecting in the presale numbers? 'While it's still early to assess the full impact, the initial response to advance bookings has been encouraging. We're seeing steady interest across key metros and select tier-2 markets. We believe that the uniqueness of the format could drive strong word-of-mouth and possibly repeat viewings but a clearer picture will emerge closer to the release," says Dutta.
Trade guru Atul Mohan, however, differs. According to him, there's also a catch in this innovative strategy. 'When audiences are trying to pre-book their tickets, they're getting confused looking at Housefull 5A and Housefull 5B. And that's why, I feel that the advance sales are quite low. This strategy may also be tricky as it doesn't guarantee sure-shot footfalls. People will go to watch Housefull 5B only if they enjoy Housefull 5A and are curious about the second version. However, if Housefull 5A disappoints them, they won't go in for Housefull 5B," he explains.
And at a time when spoiler culture has become so rampant, it's tough to say if the makers of Housefull 5 will be able to curb climax leaks from both versions that can eventually kill the larger buzz and curiosity. 'Sometimes, audiences give out endings and climaxes. We've no option but to live with it. I'm pretty sure that the marketing and the production teams have worked out a plan in handling that scenario. They're also adding more to the confusion by name dropping Nana Patekar's name as the murderer so that the audience keeps guessing," Johar points out.
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