This Friday, August 1, 2025, two major Hindi films are hitting theatres: Son of Sardaar 2 starring Ajay Devgn and Mrunal Thakur, and Dhadak 2 featuring Triptii Dimri and Siddhant Chaturvedi.
Both films are making headlines, not for their content, but because they’re opening with 50% off on tickets for first-day shows, capped at Rs. 200. The discount is only applicable when at least two tickets are booked, essentially functioning like a soft Buy-One-Get-One (BOGO) offer.
While this strategy may attract footfalls on Day 1, it also raises an uncomfortable question: Has Bollywood lost confidence in its own films?
In earlier years, Day 1 was a celebration — full-price, housefull shows without needing gimmicks. Now, ticket discounts on release day are becoming the norm, signaling what many see as a creative and commercial low. It reflects a deeper issue: audiences are no longer excited by star power alone, and producers seem unsure whether their films can stand on merit without financial bait.
Despite the recognisable names involved, expectations from both Son of Sardaar 2 and Dhadak 2 remain modest. The former is directed by Vijay Kumar Arora, while the latter is helmed by Shazia Iqbal. Only time will tell whether these films succeed beyond the discount-driven crowd.
But one thing is clear: discounts might sell tickets, but they don’t guarantee trust. And that’s something Bollywood desperately needs to earn back.
