'12th Fail' - The Unlikely Champion of 2023 on Disney Hotstar |
[Segment 1: Introduction to '12th Fail']
[Visual: Clips and posters of '12th Fail']
Nivedita: “12th Fail', a film that debuted on Disney Hotstar on December 29th, has shattered all expectations! In just the last three days, when compared to the sea release on this particular platform…. it's become the most-watched film of 2023 on the OTT platform. Thats amazing and sooo encouraging , right?" why encouraging i will tell you !
[Segment 2: Comparing Trends]
[Visual: Montage of action films like KGF, Jawan, and Pathan]
Nivedita: "Rewind to the end of 2022. Our screens were dominated by action-packed movies like ….. We pondered then - was this a fleeting trend or the new norm? 2023 gave us its answer. While Shahrukh Khan's 'Jawan' and 'Pathan' were massive hits, again the macho man protagonist.. Who is either fighting for his country, or for friendship, for his mothers validity or a stand in the society ….it's the unexpected success of '12th Fail' that's turning heads." not only in the industry circle but also what this trend can be in this year 2024.
[Segment 3: The Success of '12th Fail']
[Visual: Behind-the-scenes footage of '12th Fail']
Nivedita: "What's intriguing about '12th Fail' is its departure from the usual formula. No A-listers. No extravagant publicity. Just a modest budget of 20 crores and a heartwarming story. That narrates ‘amm admi ke kahani’ its a narrative of you and me… struggle to reach a goal, the sacrifices, the acceptance in society and the positioning of self …. And guess what? It bagged a whopping 66.5 crores at the box office!" thats a lot of appreciation and i must say shower of love for a story line like this.
[Segment 4: Analyzing the Trend]
[Visual: Graphs or images representing different cinema trends]
Nivedita: "So, is '12th Fail' signaling a shift in audience preferences for this year 2024? History has its clues. Remember the era of realistic Hindi blockbusters? Remember - Shaker Kapoor’s - Masoom, Govind Nehilinis Arth Satya, Amol Palakar who made movies like 'Golmaal', 'Baaton Baaton Main' and 'Choti Si Baat'. Or be it Hrishikesh Mukherjee who made stories inspired by life.
Maybe we're coming full circle, with audiences yearning for stories that resonate more deeply.
[Segment 5: Future of Cinema]
[Visual: Collage of various film genres and OTT platforms]
Nivedita: "One thing's clear - even if such films don't create a stir in theatres, they're destined to find love on OTT platforms. And I, for one, am excited to see more realistic, gripping narratives this year of 2024. Me and my friends often spoke abt market not being there for life inspired films that are made more realistically without grand sets, costumes or exotic locations. So here is a chance for all the buddig film makers who believe in story telling which has heart … so what if theaters are not full but peoples heart still says ye dil mange more for good stories, told in a interesting manner and realistic way which strikes a cord and is a mirror of the society that we all live in.
Lastly being from media - i know for a fact that many films are still not bought by any ott platforms which are ready to release. Some even have big production houses. This is because in this financial year OTT’s has already spent their budget on big buys like - Saalar, Klaki, Devara, all having part 1 & 2 and of course Puhpa 2.
Now… many of these ott platforms are totally drained to make any buys and they are waiting to see the films performance at the box office before they make their purchase for their respective platforms. Now with the success of 12th Fail… hopefully the heads of OTTs will spread their budget to take more number of films instead of buying out only on big budgeted or hyped films.
What do you think abt this massive appreciation for this film 12h fail that is being appreciated from all corners of the world? Do share your opinions and like and subscribe to celloid diaries.
Sources
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