These days it is all about smart marketing that determines a film's opening at the box-office.
As inflation touches double digit, and people are cash strapped, Kollywood filmmakers are desperate to woo the audiences.
Today 90 percent of a film's opening depends on the youth audiences, and the rest on word-of-mouth. To attract the youth segment the producer has to create a buzz around his film. Before release the music of the film plays an important role in popularizing the film.
Once the music clicks, it paves way for a possible opening. Recently Subramaniapuram became a hit due to the power of its music, and after release people liked its content which made the word-of-mouth strong.
The latest is Saroja, again Yuvan's music clicked with the target audiences. And producer T.Shiva's idea of branding 50 call-taxis’ and chartered buses painted with banners of Saroja, has created a curiosity around the product.
Saroja's day one opening in Chennai is an impressive 93 percent from 9 screens, and the youth it looks like has lapped up the film.
