In the movie business, it’s all about pre-release buzz

The second set takes off if the film is liked by the audience and the first set gets good to very good opening weekend collections. The key for weekend collections is ensuring good pre-release buzz, which is the responsibility of the director and producer. 

Cast and crew combination: The more interesting and unique the cast and crew combination, the higher the buzz. For e.g. when Jayam Ravi and Arvind Swamy came together for Thani Oruvan it caused the buzz. When they acted again in Bogan , it became big. Similar is the buzz around Vikram-Vedha with two power house actors Madhavan and Vijay Sethupathi on board. PC Sreeram and Resul Pookkuty joining Remo added good buzz. Such combinations of actors and technicians certainly adds good buzz. 

Title: A film’s title generates great buzz if chosen well. If director Shankar succeeded with single word titles (Gentleman, Mudhal van, Indian, Sivaji, Enthiran), director Gautham Menon created a niche for himself with poetic titles ( Vettaiyadu Vilaiyadu, Vin naithandi Varuvaya, Neethane En Ponvasantham ) etc. AR Murugadoss also followed the single word policy ( Dheena, Ramana, Ghajini, Thuppakki, Kaththi ) and won every time. The basic understanding on the importance of a good title is unknown among many filmmakers and hence we see a lot of ridiculous titles of late. Filmmakers must remember  that title is key even if they have an all new cast and crew. If they can bring out an impactful title, half the battle is won (recently Dhruvangal 16, Athey Kangal, Maanagaram). Title should not become negative for the trade. 

First look: The first look poster communicates the uniqueness of the film and sets the ball rolling. The first impression is the best and last impression in film business and if not impactful, it is difficult to rebuild a film’s buzz. Hence, filmmakers must work carefully and bring out the first look that gains immediate identity among audience and trade equally. 

First teaser: Earlier, trailers used to be the first visual for a film. Now, the same impact is achieved through teasers. Teasers present the kind of film it is grandeur, presentation style and theme. The blockbuster Kabali brought in huge box office opening with  just the phenomenal reach of its teaser (over 25 million views before release). As the teaser achieved the objective, the trailer was never released. Same thing happened with the super hit film Vedalam ’s teaser. No trailer was released as the teaser achieved the required buzz. 

Trailer: Trailers, in most cases, narrate the story briefly so that the audience are prepared for the film. A good trailer can make a film successful and a bad trailer may kill the film’s box office prospects. If the trailer conveys intensity in emotions and dialogues, the trade terms the film as A-centric. 

If the trailer brings out commercial elements in right mix and is impactful, the trade terms it as mass commercial film. Hence, it is important, the trailer has the best shots from the film, and presents the theme well. The trailer of Baahubali 2 —The Conclusion  has already crossed 100 million views, giving hope that the film may become highest ever collecting film in India. 

Song Music: If the film has songs with instant appeal, it surely brings in good buzz. One Dangamari could bring in huge opening for Anegan and similarly Oodhakalaru ribbon in Rajini Murugan, Dantanakka in Romeo-Juliet have made a big difference to opening weekend collections. Such is the power of songs! Having many songs is not important but at least one song which connects with audience is key to get big buzz. All six elements presented well together brings in good buzz, which in turn gets best opening. Even if a film ensures minimum three elements, it would surely attract more audience.