The Rise of Sleeper Hits: How Word-of-Mouth Rescues Films from Weak Openings
In the dynamic world of cinema, a fascinating trend has emerged where films that stumble at the starting line often sprint to victory in the long run. Recent releases such as Laapata Ladies and the newly launched Assi exemplify this phenomenon, arriving to tepid ticket sales only to be embraced by moviegoers later, leading to a surge in occupancy and robust box office returns.
Defining the Sleeper Hit Phenomenon
Assi, which hit theaters earlier this month, witnessed a remarkable 40% increase in weekday occupancy after its initial release. Industry insiders attribute this turnaround to the power of word-of-mouth publicity, which often works in favor of films that may not perform well on Day 1 or in the first week but gain unstoppable momentum in subsequent weeks. Exhibitors have coined a term for such cinematic comebacks: sleeper hits.
Sanjeev Kumar Bijli, Executive Director of PVR INOX Limited, elaborates on this concept: "Movies are an exciting business. While we may have some big-banner films underperforming, some smaller films come out of nowhere and take you by surprise with their box office returns that overshadow their modest production budgets. A film that initially opens to modest or average box office collections but gradually gains popularity and commercial success through positive word of mouth, strong reviews, or growing audience interest over time is called a sleeper hit."
He further explains that unlike big-budget blockbusters with high expectations and massive promotional campaigns, sleeper hits often start with low or moderate visibility and then unexpectedly achieve significant success. As demand escalates, exhibitors respond by increasing the number of shows and expanding to more screens and locations, ensuring these films enjoy extended runs at the box office.
The Mechanics Behind Sleeper Success
Devang Sampat, Managing Director of Cinepolis India, adds his perspective: "A sleeper hit is an unexpected success story, where a film with modest expectations resonates deeply with audiences through compelling content and positive word-of-mouth. When such sleeper hits emerge, we dynamically increase showtimes and screen allocations across our multiplexes to cater to the growing audience demand, ensuring these films receive the exposure and theatrical run they deserve."
Box office analysts note that it sometimes takes time for audiences to discover films, and such titles ride on the wave of word-of-mouth publicity. In recent years, movies like 12th Fail and Laapata Ladies were discovered by moviegoers in later weeks, transforming their fortunes.
Tanuj Garg, a producer at Ellipsis Entertainment, highlights the shifting landscape: "This is the era of sleeper hits, whether in theatres or on the web or both. The old-school rules are out of the window, as we’ve seen from the kind of films that have clicked and those that haven’t. With a few exceptions, the only kind of films being embraced are honest films - well told, well priced, and with robust word of mouth. It’s not about who as much as it is about what."
Exhibitors reveal that on average, if a film is a sleeper hit, its shows double within 10 to 12 days. However, there have been extraordinary instances where a film started with 500-600 shows on Day 1 and, due to overwhelming demand, saw a dramatic increase by the 10th or 11th day.
Notable Examples of Sleeper Hits
Akkshay Rathie, director of Aashirvad Theatres, points to a prime example: "A sleeper hit is a film that doesn’t necessarily open with a bang, but opens through word of mouth and sustains over time consistently. The biggest example of a sleeper hit in recent years is 12th Fail, which opened with approximately Rs 1 crore and went on to make business of over Rs 50 crore."
Here is a list of recent sleeper hits that defied initial expectations:
- Laapata Ladies: Opening day - Rs 0.75 crore, Lifetime - Rs 20.24 crore
- 12th Fail: Opening day India Box Office - Rs 1.1 crore, Lifetime Box office - Rs 65 crore
- Zara Hatke Zara Bachke: Opening day India Box Office - Rs 5.5 crore, Lifetime Box office - Rs 90 crore
- The Kerala Story: Opening day India Box Office - Rs 8.3 crore, Lifetime Box office - Rs 245 crore
- The Kashmir Files: Opening day India Box Office - Rs 3.55 crore, Lifetime Box office - Rs 250 crore
- Uri: The Surgical Strike: Opening day India Box Office - Rs 8.2 crore, Lifetime Box office - Rs 245 crore
- Stree: Opening day India Box Office - Rs 6.8 crore, Lifetime Box office - Rs 130 crore
- Badhaai Ho: Opening day India Box Office - Rs 7.37 crore, Lifetime Box office - Rs 137 crore
- Vicky Donor: Opening day India Box Office - Rs 1.35 crore, Lifetime Box office - Rs 35 crore
- Andhadhun: Opening day India Box Office - Rs 2.55 crore, Lifetime Box office - Rs 75 crore
This trend underscores that initial-week success is no longer the sole benchmark for a film's performance. Several films have also benefited from heightened attention on social media, further amplifying their reach and appeal. The era of sleeper hits is here to stay, proving that in today's cinematic landscape, compelling content and genuine audience connection can triumph over flashy promotions and star power.
