Industry had a lot of expectations from Salman Khan's Jai Ho which is called as the film of the year by many trade analysts. Salman even cut down the cost of the film's promotion as he was confident that his brand value alone could bring the masses to the theatres. But upon releasing, the film didn't fetch up the expected mega sum, instead it opened much lower than his previous action thrillers such as Ready, Ek Tha Tiger and Dabangg 2.
Film started out with so much freshness in approach- Its first poster was designed not by industry professionals but by Salman's fans. Salman gave his twitter followers a chance to design the first poster of Jai Ho and it turned out a huge success, raking in huge publicity for the film. The first teaser received a mega applause from his fans and media. Even though film boasted these many positive traits, it somehow couldn't open to the huge response it stirred in the social networking sites. Even though Salman went on record to say that Jai Ho's average performance is his fault, there are some factors that worked against the film. Let's analyze them one by one.
Lack of Proper Promotion - Five Important Reasons For Jai Ho's Poor Performance
The first look poster and subsequently released teasers raked in huge publicity for Jai Ho. Then, a confident Salman thought that his brand value alone can bring the masses to the cinemas, he asked the producers to cut down the cost of marketing and promotion. He gave the rest of the sum he scheduled for promotion to charity, which is a great deed indeed. But this lack of promotion went against the publicity and hype Jai Ho deserved to generate. The promotion of Jai Ho was mainly done for free by Salman's fans through social media networks.
Confusion In Fans
Before the release of Jai Ho, Salman opined that he is not interested in number games, denoting that he is not interested to make films that touches 200 crore mark. But he made this statement just after Dhoom 3 surfaced and made 500 crores within a few days. Fans remember him saying exactly the opposite before a few months. He opined, "My next release will be an answer to all the new records which are going to happen at the box-office be it Aamir's 'Dhoom 3' or new actor Ranbir's next film." When he changed this stand, people started to feel that he is being insecure and meek about the latest flick Jai Ho. Dabangg Khan also defended his film saying, ' I really want this movie to work because I really liked it. His fans started to feel that the film is not the routine masala action film they used to get through Salman Khan but a different film without much commercial ingredients in it.
Salman earned enough bad publicity through his participation in the Saifai Mahotsav 2014. The celebration was organized in the village of Uttar Pradesh CM Akhilesh Yadav. Salman, along with many other Bollywood Biggies, performed at the event. This invited harsh criticism from both media and people because UP government is accused of not able to rehabilitate the victims of Muzaffarnagar yet. This also contributed to dent the upcoming flick's status in people's mind as it dealt with common man's issues.
The Modi Factor
This can be considered as an important reason for Jai Ho's luke warm box office response. Salman, as a part of the film promotion, went to Gujarat and met CM Narendra Modi. He also participated in the Kite Flying Festival of Gujarat. His target was to get his film tax free in Gujarat. But this created a furore among country's Muslim clerics and many of them urged their followers to boycott the film. This must have done some damages to the film's box office performance. You must note the point that Hyderabad MP Asaduddin Owaisi urged his followers to boycott the film and Hyderabad was one of Salman's largest fan base.
Delay In Online Booking
The online booking of Jai Ho started very late and most theatres that provided the online booking started it very late. By the time, the film released, many people who are not Salman fans are not even aware of the list of theatres in which the film is getting released. This, without doubt, worked against film's box office collections. It was a lazy, irresponsible approach in terms of releasing big film like Jai Ho.
New Heroine- Daisy Shah
Daisy Shah failed to impress the audience. She looked clueless in many scenes. Even though her dancing skills are remarkable, she has to improve a lot in acting for people to take her seriously.