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What Are “Corporate Bookings”?
“Corporate bookings” generally refer to a practice where producers or associated parties purchase tickets of their own films—often in bulk—to inflate box office collections. This can create a misleading impression of how well a movie is doing, especially during the early days of release. While this practice is widely discussed in Bollywood trade circles, few have spoken as openly about its consequences as Aamir Khan has in recent times.
What Did Aamir Khan Say?
In an interview with trade analyst Komal Nahta, Aamir Khan addressed the issue of corporate bookings directly. Here are the key points:
- He said that when his films release, he insists on giving out actual box office numbers. He instructs his team not to share inflated figures.
- About corporate bookings, he remarked:
“It’s human nature… main kyun bolu ki meri film nahin chal rahi hai (why should I say that my film is not doing well). They feel that if the word comes out that their film is a super-hit, people will invest in it more.”
- But he qualifies this by calling such practices short-term gains that are ultimately pointless. In his view, no matter how much one tries to create perception early on, the truth (about how well a film is genuinely doing) will come out over time.
- Also, Aamir pointed out that in many contracts today—whether for OTT platforms, satellite rights, etc.—box office benchmarks are used as triggers. For example, crossing certain box office thresholds (e.g. Rs 100 crore, Rs 120 crore) leads to additional payments. That, he suggests, further motivates some producers to rely on tactics like corporate bookings to meet those numerical targets.
Why He Thinks It’s Problematic
From what Aamir has said, the concerns include:
- Misrepresentation & False Perception
Inflated numbers can mislead the public, media, and sometimes even industry stakeholders about the true commercial performance of a film. While on the surface a film may seem successful, the real audience engagement might be much less. - Unsustainable Expectations
When producers or platforms expect films to hit inflated box office marks, it puts pressure on filmmakers to chase quantity of numbers rather than quality or genuine audience satisfaction. This can distort the choice of projects, budgeting, promotions, etc. - Ethical Issues
Aamir frames some of this behaviour as being driven by compulsion (majboori). Producers might feel they have to inflate figures so that their film is seen as a hit, so they can demand better deals or maintain reputation. But he also asserts that this is not a sustainable or honest way to build reputation. - Transparency & Credibility in the Industry
If reporting isn’t honest, trust erodes: among audiences, between producers, platforms (OTT, satellite), and even internal stakeholders. One can fool audiences a few times, Aamir suggests, but not the industry insiders always.
Context & Broader Impacts
- Contracts Linked to Box Office Numbers
As mentioned, many contracts now specify additional payments if a film crosses certain box office thresholds. This tends to incentivize “number games,” including corporate booking.
- OTT & Satellite Rights
The rise of digital platforms has changed how films earn revenue. In some cases, what OTT or satellite platforms pay depends on the perceived box office success of the movie. This adds another layer of motivation to inflate numbers. - Current Market Pressures
With changing viewing habits, the costs of production rising, and uncertainties in theatrical revenue (especially post-COVID), there’s added pressure on producers and distributors to show “strong numbers” early. Sometimes, these pressures lead to less transparent practices. Aamir’s remarks come amid this environment.
What Aamir Khan Proposes / Practices Himself
Aamir Khan claims to follow a different path:
- He insists on reporting actual numbers for his films. He wants no inflated claims or misleading reporting.
- He believes in realistic expectations rather than marketing illusions. If a film flops, acknowledging it honestly rather than hiding behind corporate tricks.
- He also argues for ethical simplicity. For example, being careful about what producers should bear in terms of cost and demands. (This connects to some of his other comments about stars demanding large entourages, drivers, vanity vans, etc., which he has also criticized.
What This Means for Bollywood Going Forward
Aamir Khan’s public critique of these practices has several possible implications:
- Greater scrutiny from media, trade analysts, and perhaps even regulators or film industry bodies over box office reporting and transparency.
- Shift in how success is defined: Instead of purely big numbers, more emphasis might be placed on audience feedback, profitability (after costs), critical reception, etc.
- Reduced tolerance for exaggerated claims by some producers. If more people speak out like Aamir, perhaps audiences will become more discerning and less influenced by inflated numbers.
- Contract structuring may evolve: Platforms and distributors may adjust how box office triggers are benchmarked, reckoning with the fact that inflated numbers have become a contentious issue.
Conclusion
Aamir Khan’s comments shine a spotlight on a practice that many in Bollywood have quietly acknowledged but few have addressed so candidly. Corporate bookings, inflated box office figures, and pressure to show “success” all point to systemic challenges in how Bollywood measures and projects success. Khan’s stance is for honesty, transparency, and recognizing that genuine audience engagement and long-term credibility matter more than momentary optics.
As Bollywood continues to evolve—with OTT, changing viewing patterns, global reach—the sustainability and ethics of how success is reported and perceived will be under increasing focus. Aamir Khan’s critique might be an inflection point, pushing for more open conversations and perhaps reforms in trade norms.
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