Saheb Biwi Aur Gangster 3: Poor Content OR Marketing Disaster?

Saheb Biwi Aur Gangster 3 opened to mixed (mostly negative) reviews this morning.

But what’s shocking is before this there was a great opportunity to market the film.

Right from have a successful franchise brand, to Sanju’s recent success, ensemble cast of actors to an impressive trailer, the film had everything required to be pitched correctly.

The franchise always had a mass appeal which could have reached through visibility on TV, radio and print.. But all we could see was the trailer that was promoted socially.

A lot of people in tier-2 cities (which were the primary TG) are not even fully aware that the film is out in theaters today.

These kinds of instances bring back the debate of how important marketing of a film is and just having a good trailer and star cast isn’t enough.

Another major reason could be Sanjay Dutt himself, who’s carrying the film on his broad shoulders this time. After being grilled for the portrayal of the media in his biopic Sanju, the actor refused to promote the film further. But let’s not just blame the scarce marketing for it, the first two films in the franchise successfully created an impact, despite limited promotions.

Marketing can only help your film open well, the rest is all about your content, and director Tigmanshu Dhulia has missed the bus this time, it seems! Another major factor is the Hollywood monster, Mission Impossible: Fallout, which has dented this gangster drama’s future prospects at the ticket windows. And we have yet another instance of Hollywood invading our industry on our own ground. Buck up, Bollywood!

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