Despite poor box office numbers, here's why Saif's Kaalakaandi is not a loser

The Saif Ali Khan-starrer, Kaalakaandi, has garnered less than Rs 2.5 crore in the first two days. And while it may not have done terrific business at the box office, it is the nawab’s safest ever film in recent times putting him back on the Bollywood map.

The filmmakers at the outset realised that if too much was spent on the making and release of the film, it would not justify the expenditure. “In today’s time, marketing is very important. For every rupee spent, be it on production or marketing, we have to recover at least three times the base cost. Hence, everyone is getting wary of spending monies on promotion,” says a senior marketing head of a production house.

Directed by debutant Akshat Varma, who had written Delhi Belly earlier, Kaalakaandi was made at a budget of '7 crore only and marketed at not more than a budget of Rs 4 crore.

And even before the film hit the screens it made its money. “Three rights of the film — music, digital and satellite — have been sold for '11 crore plus taxes. That implies that the producers have already made their money. Now when it comes to box office and other rights, that will be a straight profit for everyone and no one will lose money on this film,” says a trade expert.