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Box Office Collections From Jan-Nov 2024 Stand At Rs 9,862 Cr, 4% Lower Than 2023: Ormax

MM Desk by MM Desk
December 16, 2024
in What’s Buzzing
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Box Office Collections From Jan-Nov 2024 Stand At Rs 9,862 Cr, 4% Lower Than 2023: Ormax

Films released in November 2024 grossed Rs 914 crore at the domestic box office, including projected future collections of November releases still running in theatres, as per ‘The India Box Office Report: November 2024’ by Ormax.

With the strong box office performance of Bhool Bhulaiyaa 3 and Singham Again, November 2024 proved to be a strong month for Hindi cinema, which contributed to 73% to the month’s collections, at Rs 664 crore. In contrast, none of the other languages were able to gross even Rs 100 crore this month.

As per the report, the cumulative gross box office of the films released in the first 11 months of the year stands at Rs 9,862 crore. With the strong performance of the December release Pushpa 2: The Rule, especially in the Hindi version, this year has already surpassed the Rs 10,000 crore mark at the box office. However, whether it will break the record set by 2023 (Rs 12,226 crore) depends on the lifetime run of Pushpa 2: The Rule, and how some of the other big December releases, such as Baby John (Hindi), Mufasa: The Lion King (Hollywood), Viduthalai: Part-2 (Tamil), Barroz (Malayalam), and Max (Kannada), fare.

Bhool Bhulaiyaa 3 has emerged as the top-grossing film of the month, surpassing Singham Again by a margin of Rs 15 crore. The two films now hold the second and third positions,

respectively, among the highest grossing Hindi theatrical releases of 2024, with Stree 2 retaining the top spot.

The only other film that managed to gross more than Rs 50 crore this month was the Tamil film Kanguva which, despite a strong opening across regions, experienced a sharp decline in collections due to poor audience feedback.

With Bhool Bhulaiyaa 3 and Singham Again being the latest additions, Hindi cinema now dominates the year’s Top 10 list, contributing five titles to it. Additionally, a sizable component (45%) of Kalki 2898 AD’s box office has come from its Hindi version, the report stated.

For language share calculation, the language-wise box office of films releasing in multiple languages is assigned to the corresponding language. However, for Hollywood, the data for all languages is reported under the language head ‘Hollywood’.

The strong box office performance of Hindi films in November has boosted the Hindi language share from 34% to 38%. However, this still remains lower than the 44% share achieved in 2023.

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Every marketer talks about building awareness, few have to build it without talking about the product. India's alcobev industry has spent decades navigating that paradox. Direct product advertising isn't permitted, making surrogate advertising only one part of the marketing equation. The bigger challenge has always been earning something no media budget can buy: consumers who become advocates for the brand. For Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, that's the category's biggest truth. “Consumers will always be your biggest advertisers,” she said. It's a philosophy born out of necessity. But it has also shaped how alcobev brands think about marketing itself. “The principles of marketing are the same whether it's personal care, beauty or alcobev. What changes is the complexity.” That complexity, according to Dasgupta, isn't just about navigating regulations. It's about understanding consumers, managing a diverse portfolio, and ensuring brands continue to grow despite having fewer traditional marketing levers than almost any other consumer category. India remains one of the world's most tightly regulated alcohol markets, where brands have to navigate different state regulations, on-trade and off-trade ecosystems, and restrictions on advertising products directly. For marketers, that has meant learning an entirely different language of brand building. Marketing hasn't changed, The rulebook has Dasgupta's own career has prepared her for exactly that. Rather than following a straight path, she has moved across FMCG, health and hygiene, beverages and now alcobev, picking up different lessons along the way. “I think the beauty is that I didn't have a linear career path, and I think it was very deliberate and intentional.” Each company, she said, has added a different layer to her understanding of marketing. “Unilever taught me to be extremely consumer-centric and always keep the consumer at the heart. Reckitt taught me commercial discipline, that marketing needs to lead to commercial and business growth. PepsiCo was about how brands stay relevant in culture.” Bringing those experiences together at Pernod Ricard has reinforced one belief. “The principles of marketing remain the same.” The environment, however, certainly doesn't. While referring to India as one of the markets where alcohol advertising is prohibited, she said, “The regulatory landscape is quite complex. That's the piece that one needs to wrap their minds around as you navigate and ensure that you're able to drive business growth.” That complexity extends well beyond regulation. “At a portfolio level, it's important for us to understand what is delivering the present and what will deliver tomorrow,” she said. “Where is growth coming from today, and where will growth come from in the future?” When consumers become the media channel Perhaps the biggest difference between alcobev and traditional consumer goods lies in how brands create awareness. Unlike an FMCG company, Pernod Ricard cannot advertise its alcohol products directly. “So the disadvantage that we have versus CPG is we cannot advertise products,” Dasgupta said. “We are in compliance with the guidelines that exist today.” Instead, the company builds visibility through compliant brand extensions such as packaged drinking water, while investing in passion points like cricket, music and digital platforms. “For us, the brand extension is a compliant business in itself and we can advertise that. We continue to double down on social, digital and influencer marketing for those businesses.” Furthermore, Dasgupta went on to say, “What we rely on is on-premise advocacy. We rely on sampling. We ensure that our liquids are extremely high quality so that when the moment of truth happens, consumers really love the product.” That has also meant new launches take longer to build. “Awareness build-up is much slower because consumers discover the product at the point of sale. That's very different from an FMCG brand.” Which naturally raises another question: if brands can't advertise products, who does the selling? “The consumers will always be your biggest advertisers,” Dasgupta said. “If you walk into an outlet and see someone drinking, it gives you confidence in the brand.” Word of mouth, she believes, becomes one of the category's most powerful marketing channels. “In a category where you can't advertise the product, consumers become your champions.” That consumer-first philosophy also shapes how global brands are adapted for India. For marketers outside the alcobev industry, the constraints may seem daunting. For Dasgupta, they've simply reinforced a timeless lesson. When the product can't do the talking, the brand, and ultimately the consumer, has to.

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