Everyone wants to make a sequel. It’s the new in-thing in Bollywood. Though there were some sequels before them, Krrish, Dhoom 2 and Lage Raho Munna Bhai (not a sequel as such) introduced the “franchise” concept in the industry. Subsequently, franchises like Murder and Dhamaal were created to leverage the original’s equity. Even the singularly unfunny Bheja Fry 2 did more business in its opening week, than the original Bheja Fry did in its entire lifetime!
However, it is safe to say that Bollywood has clearly gone overboard in their enthusiasm. At least two dozen sequels are in various stages of pre-production, shoot or post-production. Several others are probably being contemplated in the makers’ minds. Everyone wants a bang for their bucks. And everyone seems to think they have franchises they can encash.
We at Ormax Media wanted to understand how the next two years will shape up for these sequels. Which franchises actually have the equity that can be enchased in a sequel? To understand this, we measured the appeal of 18 such franchises in a research conducted over the last three months. The scores in the chart below reflect the percentage of audience who said that they will be definitely excited to watch the next film for that particular franchise.
The findings tell a story of their own. The top 4-5 properties have an obvious common point – established characters. Seven franchises fall under 40%, indicating that a wide majority of audience are not excited by the idea of a sequel for that franchise. This does not mean that the sequel will not work. The sequel may still work on the strength of its starcast, theme, music and other such promo elements. However, these scores indicate that these sequels will not benefit significantly from the previous film.