Hantu Air collected RM30k on 50 screens over 5 days.
Salam Cinta fared worse. And what is worrying is that the movie was a Metrowealth production.
I can hear the alarm bells ringing and the sirens blaring…
So what happened?
The ‘dead bodies of box office flops’ are piling up, one by one. Slowly but surely.
No one is being spared. Metrowealth is a victim. KRU with their ’29 FEB’…and only SKOP managed to dance around the quicksand.
1) BLAME IT ON ‘POOR PRODUCTION VALUES, LOW CREATIVE CONTENT’…Producers must relook this. They have long believed hung on to the ‘keep costs low, expect returns high’ mantra. Well, audiences today have sniffed them out to the extent that they are no longer turning up just because there is a NEW Malaysian movie released. If calculations are right, only FOUR souls attended a screening at an average of five screenings a day, over the 5 day release for Salam Cinta. Yes, you read it right the first time – FOUR paying customers.
2) LOCAL vs HOLLYWOOD…What a tough choice, eh? Not really. I mean, our spending power is limited. So if it is really up to THE EXPENDABLES and JIWA TAIKO, sorry my friend…And what with the release of TWO wajib tayang movies a week, we are seeing productions that have taken a year to make, blow up in a matter of days. Audiences vote with their money, so Producers had better wake up to that fact and start paying attention just like our ruling government. If you don’t perform, stop saying ‘Janji DiTepati’…You can no longer pull wool over their Facebook eyes.
3) WAJIB TAYANG,ASTRO FIRST, DVD WINDOW – I hail Wajib Tayang as a great governmental policy that forces capitalist exhibitors from getting away and having no choice but to screen our locally made films, good or bad. I won’t cry for these capitalist exhibitors cause they are raking in the big bucks from Hollywood releases, so what is a bit of CSR? On the other hand, Astro First at the three week marker has the VOD right to screen premium releases may prove detrimental to what is viewed as an exclusive engagement at the local cineplexes. If audiences feel that this is being eroded, they would not feel the compulsion to spend their hard earned money on something that has the shelf life of a sushi. Our DVD windows pressed for time against pirates fare no better and as such, we are shooting ourselves in the foot with our ‘hurried windows of release’.
In short, local movies no longer hold the ‘MUST SEE’ quotient.
And that is why we are in dire straits.
The bells are tolling…
MOVIE PRODUCERS, please awaken from your slumber of ‘tidak apa-lah’…
Cause unless we do something drastic, something very soon…
Our movie industry is going the way of the DODO…Extinction!