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phule ground zero
Bollywood’s Cup Of Sorrow Overflows As Two Films Bomb This Week
This week has been particularly bleak for the Indian box office with a series of film releases failing to resonate with audiences and resulting in dismal collections. Ground Zero, featuring Emraan Hashmi and Sai Tamhankar opened with a mere Rs 1.15 crore, and despite a slight uptick to Rs 1.90 crore on its second day, the total collection of Rs 3.05 crore over the weekend is far from impressive. Lack of effective marketing played a significant role as it struggled to gain visibility and attract viewers. With no substantial draw for Emraan Hashmi, the film was destined for disaster.  So too was Ananth Mahadevan’s Phule. The film was mired in controversy, particularly due to opposition from certain groups in Pune and an outburst from Anurag Kashyap regarding Brahmin representation. Despite the buzz surrounding these issues, the film starring Prateek Gandhi and Patralekha, opened to a disappointing Rs 21 lakh on its first day. Although the reviews praised the direction and storytelling, the film managed to collect a meagre Rs 47 lakh over the weekend. This is one of the most underwhelming openings in recent memory, especially considering the positive reviews. The re-release of the classic Andaz Apna Apna was anticipated to follow in the footsteps of successful re-releases like Sanam Teri Kasam. However, it too fell flat, opening with just Rs 25 lakh on its first day…culminating in a total of Rs 55 lakh over the weekend. This performance is disappointing for a film with such a legacy, indicating that nostalgia alone is not enough to draw audiences back to theatres. Overall, the fate of these three Hindi films can be described as disastrous. Factors contributing to their lacklustre performance include weak scripts, average brand recall, insufficient visibility, and inadequate marketing strategies.

TRENDS & VIEWS

Editor’s Note: Short Post Is Here To Stay…

Time, they say, flies—and how true that is. Here we are celebrating our 5th Anniversary. Five years ago, when Covid-19 was wreaking havoc across the globe, I took a leap of faith and launched Short Post, India’s first website for Authentic Gossip. That was on January 31, 2021. I was convinced there was a clear gap in the market for gossip that was credible, sharp, and impactful—especially if told in just 250 words.

In this, I was fortunate. Scores of senior editors across diverse verticals bought into the idea and, in the process, gave wings to my dream. Quite honestly, Short Post could not have crossed these milestones without the unflinching support of its contributing editors. Like all start-ups, we have seen our share of ups and downs, but these editors have stood by us like a rock. I take this opportunity to doff my hat to them.

Thanks to their commitment, we have published close to 5,000 stories spanning politics, business, entertainment, and sports. I say this with pride: we made our mark as people who matter read us. “Small packs, big impact” truly captures the essence of Short Post.

We all know that Covid-19 has reset businesses worldwide, and the media sector is no exception. In the post-Covid era, investors have become more cautious and selective—and advertisers too. To compound matters, the entry of AI has disrupted the media landscape in equal measure. So far, we have managed to hold our ground, hopeful that some angel investors will take a shine to us.

What gives me confidence is this: AI cannot smell news—especially the gossipy kind. In other words, AI cannot churn out Short Post-type stories, no matter the prompt. That puts us in a safe zone. As someone rightly said, “AI is a co-pilot, not a pilot.”