Sky Force had a decent opening day with 13 crore net collections, but a lot of that came from huge discounts (up to 90%) and self-booked tickets at multiplexes.
This created a major difference in the box office performance between multiplexes and single-screen theaters in the same city.
If the movie had earned its collections through normal ticket prices, even a 10-crore net number would have been considered respectable. But because of the discounts and the way bookings were handled, it’s hard to know what the real number should be.
The focus has shifted from discussing the movie to discussing the questionable methods used to boost the numbers, which has led to the trade calling it “Sky Farce” instead of Sky Force.
It is expected that these promotional offers are going to be continuing longer, which makes the numbers harder to trust. Exhibitors might be happy with the sales because they get a boost in revenue through food and beverages sales, but comparing numbers across circuits or with other films becomes meaningless when these practices are in play.
While the movie is expected to have a strong weekend and could reach a 50-crore net total, the issue lies in the way the producers are reporting these collections.
According to trade experts, the actual value of Sky Force’s first-day box office is closer to 6-7 crores, but the producers are reporting it as if all the tickets were sold at full price, which many fans feel is misleading.
This trend of reporting inflated collections is being criticized as unhealthy and deceptive.
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