The Alia Bhatt and Vedang Raina starrer Jigra is facing a disastrous run at the box office, having earned a mere ₹25 crore in 11 days, despite releasing during the profitable Dussehra holiday season. In this article, we highlight four key reasons for the film’s poor performance.
1. Niche and Boring Content
Jigra was marketed as an action-packed rescue thriller set against a jailbreak backdrop, somewhat inspired by Dharma Productions’ own Gumrah. However, the film fell short in delivering the suspense, tension, and fast-paced storytelling essential for a movie of this genre. Instead, it was a slow, flat film that primarily catered to a niche audience, particularly those who prefer art-house storytelling commonly found on Netflix. This niche approach alienated the broader, more mainstream audience who expected an engaging theatrical experience, but found Jigra underwhelming and tedious.
2. Misplaced Confidence in Director Vasan Bala
Director Vasan Bala, known for Mard Ko Dard Nahi Hota and Monica, O My Darling, has gained popularity in recent years, particularly post-pandemic, due to his unique style. However, both of these films were largely seen as quirky, small-scale ventures that might not have performed well if released in traditional theaters. Bala’s niche appeal in certain urban circles, especially among social media users from areas like Bandra, Andheri, South Delhi, and Kolkata’s Park Street, created an exaggerated perception of his directorial capabilities. The decision to entrust him with a large-scale, big-screen project like Jigra was a risky move by Dharma Productions, likely influenced by their Netflix association. Unfortunately, Bala’s art-house sensibilities did not translate well into a mainstream theatrical format, contributing to the film’s failure.
3. Miscasting of Alia Bhatt
Alia Bhatt is a talented actress, but her casting as the lead in Jigra, an action-oriented jailbreak film, was widely considered a misstep. Audiences struggled to see her in a physically demanding, action-heavy role. From the first trailers and posters, viewers expressed dissatisfaction, feeling that Alia’s body language and physicality were not suited for such a role. Director Vasan Bala’s attempt to present her as a “female Amitabh Bachchan” in an intense action role fell flat, as the audience simply wasn’t convinced. The mismatch between the role’s demands and Alia’s screen persona played a significant part in the film’s lackluster reception.
4. Weak Digital Marketing Campaign
Lastly, Jigra suffered from poor awareness among its target audience, which can be attributed to its weak digital marketing efforts. Unlike typical Dharma Productions films, which are usually promoted aggressively, Jigra had a surprisingly low-key campaign. As a result, many potential viewers were unaware that the film was even a Dharma project. This lack of buzz contributed to the film’s low occupancy on its opening weekend, which it never recovered from. In today’s competitive market, where strong pre-release marketing can make or break a film, Jigra’s lackluster promotion added to its troubles.In conclusion, Jigra’s disappointing box office performance can be traced back to a combination of niche content, misjudged direction, poor casting, and ineffective marketing. These factors combined to create a film that failed to connect with both its intended audience and the broader movie-going public.
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