Earlier Indian movies' earning capacity depended on the production banner, the lead actor or the director. Excellent movies would be remembered on their sliver jubilee, golden jubilee and awards it won. One of the perfect examples for this is the Tamil movie Nayagan (1987) which found a place in Time Magazine's 100 best films 2005. Those days collections were movie goers locally within the home state and its neighbors.
Now the trend has changed, one of the important factors that determines the success is the box office collection.Now the audience has a global reach and includes movie, paid cable and overseas release. Another added factors are the satellite rights, the endrosments that the movie and the actor get which also add on to the collection.
Some of the movies which have had sepctular success are Dangal, PK, Bhaubali 1 & 2.
1. Pre- launch media management. Whenever a movie is being put in place, even before the moive shoot is well in progress, the social media is well used by the director or the production house (actors look and style, digital image - Ranjinikanth in Kabaali). Small clippings or teasers released which get thousands of views on you-tube, the Kabaali teeaser is said to have around 10 million views in 3 days and a totl of 17.1 million views. This creates an interest and curiosity in the movie.
2.Leaked Images, controversy or special training of the actor. Sometimes curiosity get better and better with sudden appearance of a still or a punch dialague, debate on the ending or even adverse controversy,(eg: why did Katappa kill Bhaubali, was the most widely circulated question before the movie release, we all know about the Padmavati movie controversy).Some movies with a catchy tune, will release the song audio/stills even before the movie is fully completed, this becomes the talk among the fans and media. All these helps to keep the movie alive in the minds of public.
3.Movie promos, press meets and audio launch. Many movies have promo events with big names interacting with fans, audio launches where stars attend, merchandise given or releases ( T-shirts, posters, apps, mugs etc).
4.Mega facts: Any good movie now sells on the word 'Mega" - mega budget, mega stars, mega sets, mega animation and mega world-wide launch.
5.Non-Screen release. Apart from actual movie being screened in the theatres, the rights for satellite, TV, cable viewership is huge and here the movie makes money just before the actual screening in India.
6.True entertainer value. This helps the movie immensely and gets good reviews in print, online , social media and by word or mouth.
Dangal: Perfect dedicated actor - Amir Khan
Bhaubali: Acclamined director - SS Rajamouli, Fantastic special effects, costumes
Like this a good script, good performance in every department including costumes and locales help the movie to earn crores.
7. Multi-lingual release & appeal. Conventionally, it would be rare for a movie to be released in many languages simultaneously but now a days movies are made in 3-4 popular languages and released so that the box office collection is boosted up. Eeega, a movie where the hero is a fly, again a Rajamouli movie wherein the tamil,telgu,kannada, Malayalam and Hindi versions helped the box office collection immensely. The Non-Indian fans now also contribute a to the movie collection, for instance Rajikanth movies had a good viewership in Japan, Dangal had done well in China
8.Sequel. A box office hit often inspires a second movie which is more eagerly awaited by the fans and the global audience. For instance the Surya starrer Singham franchise has seen three parts, Bhaubali 2 after the beginning.
So, the success recipe does depend on the basic ingredients of a good movie but also on the way the movie is 'sold' to the audience just before the actual tickets are sold.