After filmmaker Ram Gopal Varma called out the makers of Game Changer for inflating their box office report, we ask trade experts whether this practice benefits anyone
Yashika Mathur (HINDUSTAN TIMES; January 20, 2025)
In a recent post on X, filmmaker Ram Gopal Varma took on the makers of the Ram Charan-starrer Game Changer for allegedly showcasing inflated box office numbers. Varma’s post revived the debate around filmmakers overstating a film’s earnings to create the impression of success and positive word-of-mouth reviews.
With Game Changer, however, it is clear that this issue isn’t just prevalent in Bollywood, but in southern cinema as well. Despite it being a long-standing practice, it seems to benefit no one in the long run. We ask trade experts if there is an endgame to misleading audiences.
THE GAME CHANGER’S GAME
Game Changer producers reported that the film earned Rs. 186 crore on release day, January 10. If true, this would make the film the fourth-best opening for an Indian film ever, behind Pushpa 2,Baahubali 2, and RRR.
However, as per trade sources, the film opened under Rs. 100 crore worldwide; in fact, data portal Sacnilk reported a collection of only Rs. 80 crore. A source from within the Telugu film industry tells us, “Generally, [film teams] do this within a margin of 10-15%. but what Game Changer did is way beyond 70-80%.” The insider adds, “It is usually done to satisfy the fans or a hero’s ego.”
LOST IN THE TECHNICALITIES
Distributor Sanjay Ghai explains that filmmakers often use terms such as gross or net value in their marketing to confuse audiences who might not understand the distinction. “Public ko yeh sab samajh nahin aata. Unko ko bas itna samajh aata hai ki film Rs. 500 crore cross kar gayi.”
While Ghai clarifies that distributors have no say in the numbers, he continues, “South aur north dono jagah halat kharab hai par janta sab janti hai sach kya hai.”
A GAME OF PERCEPTION
Notably, films in the past year such as Jigra and Kalki 2898 AD, among others also faced scrutiny for allegedly inflating box office figures. But why is this done?
Trade analyst Atul Mohan says that the motive is primarily to shape public perception: “Yeh sab perception build karne ke liye kiya jata hai.” Pointing out that accurate first-day collection reports are typically only made available the following afternoon, he shares, “The numbers that [makers] project in the first three days is all marketing; it is done to make people curious.”
Who said what in the past
Vidhu Vinod Chopra, Director: “Marketing today is full of lies. Influencers are paid to promote fake narratives. When theatres are empty, producers buy their own tickets and spread false box office numbers. I’m being honest—my film released yesterday, and very few people showed up. No one else will admit their film didn’t have a good opening.”
Bhushan Kumar, Filmmaker: “I can’t speak for others, but I don’t believe in this; it’s made-up. Maybe [numbers are increasing] through corporate bookings. That doesn’t mean people are buying tickets since the halls are empty.“
Anil Sharma, Director: Film agar achchi hai toh number badhao, ghatao koi farak nahin padhta. Ab time ho gaya hai branding ka, sabko brand banana hai. Kuch saal baad sirf poster reh jaate hain branding waale. But this doesn’t help the industry or actors.actors.
Karan Johar, Filmmaker: During an interview in October, the filmmaker confirmed that inflating numbers was a long-standing practice in Bollywood. “Yes, numbers are fudged, true,” he had said.
Atul Mohan, Analyst: I think this began with Ghajini (2008), when the Rs. 100 crore clubs started. Everyone wanted to brand themselves as champs. Now it’s at a point where before the first day is over, posters claim that a film is ‘close to Rs. 25 crore’ and so forth.
Kartik Aryan, Actor: On Thursday the actor said, “Some people [inflate the numbers], and some don’t. It has reached a level where the lines are so blurred that you have to guess how much a film has actually earned. Audiences are smart… they use their own judgment rather than relying on numbers. Eventually, I think films find their [own] space.”