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2023 has seen the rise of newer gimmicks in film marketing and sustainability. The latest we hear that a superstar, who was suffering for a lul last decade, found a new way to redeem himself towards the top spot. If industry circles are to be believed, the superstar, known as the King, tied up with a Thailand Based Crowd Allocation agency to generate ticket sales for his feature films. The superstar is easily the most sought-after in the brand circuits and has inked an interesting deal with all his brands in the pandemic times. Contrary to the general norm of getting 100 percent payment from the brands for the assignment, the superstar has instructed his brands to pay half of his endorsement fees to a Thailand Based Crowd Allocation agency, who in turn will buy tickets for his feature film and distribute them for free among the audience in India. The agency has been looking into crowd allocation for 'Donkey's' years , but their key area of interest was always to get crowd on board political rallies. January 2023 saw their foray into the world of cinema, as the crowds were brought in place all over the country in big numbers for the 'comeback film' of this superstar. The idea is simple - the agency charges 5% of the total money put in as their commission for service, and the rest of the amount is invested in buying tickets and nominal monies are given to the participants of the assignment to attend the shows.
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There is a premium amount paid to individuals to act as 'Die Hard Fan's and give optics for the Social Media & News Media, to show the celebration. Tickets Worth Rs50 crore were bought in for his first release of 2023, Rs75 crore for the second and now, there is a strong buzz about an investment of Rs100 crore for the latest soon-to-be-release venture. The ideology of this is to show it as marketing spends in the books of account and interestingly, 40 percent of the monies put in to buy the tickets come back to the production house in the form of distributor share. Well... It's manufacturing of box office numbers at its best as we wonder where was this euphoria and celebration in the pre-pandemic era.
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