Earlier too, ‘Khichdi 2: Mission Paanthukistan’ (2023), ‘Office Office (Chala Mussaddi…Office Office)’ and ‘Chota Bheem (Chota Bheem and the curse of Damyaan’ – a live action film adaptation – didn’t work.
Film adaptations of successful IPs of TV and streaming platforms have relied more on nostalgia and familiarity than on creating a cinematic experience on familiar ground, producers, distributors, and film trade analysts told ET.
Recently, ‘Bhabiji Ghar Par Hain: Fun on the Run’ –based on one of the most successful TV IPs ‘Bhabiji Ghar Par Hain!’ – was released.
This September, Excel Entertainment plans to issue the film adaptation of its web series ‘Mirzapur, titled Mirzapur: The Movie’.
A challenging aspect of film adaptations of successful IPs of TV and streaming platforms is they appear like extended versions of their original medium of storytelling, according to producers.
“Television and OTT IPs enjoy strong recall, but theatrical success depends on scale, novelty and a compelling big-screen experience,” said Suniel Wadhwa, co-founder and director, Karmic Films. “When adaptations resemble extended episodes rather than cinematic events, audiences prefer to consume them at home instead of paying for a theatre visit”.“Without a clear upgrade in storytelling, production value and positioning, familiarity alone does not translate into box office footfalls,” he added.
Recently, ‘Bhabiji Ghar Par Hain: Fun on the Run’ saw a tepid response at the box office. According to box office research firm Sacnilk, the film—made on a budget of Rs 10 crore—eventually managed to collect less than Rs 2 crore.
“The idea behind making a film based on our serial Bhabhiji Ghar Par Hain! was its long and successful run on television,” said Vihaan Kohli, head of content, Edit II Productions, the movie producer. “There is a following for the serial, which has made it a successful IP for us. We wanted to recreate the same magic on the big screen.”
Besides lacking cinematic language, producers said film adaptations aren’t strategically planned in terms of target audiences.
“Film adaptations of successful IPs of television and web series are not strategically planned,” said Anjali Bhushan, founder, Yantra Films, a label of film production company Mahakaal Vibes Studios. “Makers need to conduct proper research by studying the market before embarking on cinematic adaptations. A key reason these casual adaptations are not cinematic in nature is because they are not aimed at a clear target audience.”
“It is important to consider the language and sensibilities of each subculture and film-viewing habits across target groups. As makers fail to do their R&D, these adaptations lack a strategic point of view,” she said.
Producers are also of the view that since the stakes are low in terms of investments, owners of IPs generally experiment with the idea of making a film adaptation.
“Stakes are relatively low when it comes to film adaptations of successful IPs of TV and streamers,” said producer Rajesh R Nair. “Since there is a built-in audience, makers save on marketing costs, which are many times as high as a film’s cost. So, the makers may be attempting to see if they can succeed on the big screen as well. But this approach has had limited success even in the West.”
