Mumbai, 29 October (H.S.): The makers of Bollywood actor Ayushmann Khurrana’s film ‘Udta Teer’ are reportedly turning to increasingly aggressive promotional offers in an effort to draw audiences to cinemas. After attempting to attract moviegoers with tickets priced at just Rs. 99, the film is now offering a buy-one-get-one-free deal.

The promotional strategy, which was presumably intended to generate excitement around the film, has instead raised questions about its appeal among audiences. The makers appear to be facing a challenge that goes beyond promotion: persuading people to turn up at theatres and watch the film.

Notably, after reducing ticket prices to Rs. 99, the makers have now introduced an offer under which viewers can purchase one ticket and receive another free of charge. The repeated reliance on discounts raises questions about why such incentives are necessary. If a film offers a compelling storyline, engaging entertainment and content capable of holding viewers’ attention, why must audiences be enticed with increasingly generous ticket deals? Is the film falling short of audience expectations, or have its promotional efforts failed to generate sufficient interest?

As discussions increasingly centre on ticket discounts and complimentary admissions, the focus appears to have shifted away from the film’s storyline and entertainment value towards the efforts being made to attract moviegoers.

In Bollywood, advance bookings and opening-day collections are often accompanied by ambitious claims and high expectations. In the case of ‘Udta Teer’, however, the conversation has increasingly revolved around discounted tickets and free-entry offers. If a film needs to follow a Rs. 99 ticket offer with a buy-one-get-one-free deal to attract audiences, it hardly signals strong momentum at the box office.

Ultimately, cinema audiences cannot be drawn to theatres through promotional offers alone. When a film generates genuine interest, viewers are more likely to purchase tickets and watch it without relying entirely on discounts.

Of course, discounted tickets do not, by themselves, establish that a film has failed. Nevertheless, the repeated introduction of attractive offers for ‘Udta Teer’ raises questions about its ability to connect with audiences. The makers now appear to be relying increasingly on ticket pricing, rather than the film’s story and entertainment value, to encourage admissions.

Given the film’s title, ‘Udta Teer’, the continued emphasis on ticket offers inevitably invites questions about its box-office prospects. It remains to be seen whether the latest free-ticket strategy will succeed in bringing more people into cinemas or whether the film will continue to struggle to attract audiences despite these efforts.

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Hindusthan Samachar / Jun Sarkar