New Delhi, June 5:
Kamal Haasan’s much-anticipated film Thug Life, directed by Mani Ratnam with music by AR Rahman, finds itself in the center of controversy — and unexpectedly, that may just be working in its favor.
Despite being barred from release in Karnataka due to an ongoing legal row, the film is all set to hit theatres across the rest of India on Thursday, June 5. And while producers could lose an estimated ₹12 crore due to the Karnataka ban, film experts believe the buzz generated by the controversy may outweigh the financial hit.
From Obscurity to National Headlines
Prior to the uproar, Thug Life had a surprisingly quiet promotional campaign. Now, it’s dominating headlines and trending across platforms. Film analyst Girish Wankhede puts it bluntly:
“The film barely had any attention before this. Now, everyone knows it’s a Kamal Haasan film, directed by Mani Ratnam, with AR Rahman’s music. That kind of brand recognition is priceless.”
He estimates that the film’s absence in Karnataka might cost ₹7–8 crore in revenue. But seen through a marketing lens, the publicity may serve as a strategic win. For big-ticket films, promotion budgets can go as high as ₹50 crore — often with uncertain returns. In this case, controversy became the campaign.
Advance Bookings Indicate Positive Outlook
The numbers speak volumes. According to cinema owner and distributor Raj Bansal, advance bookings in Hindi alone have touched ₹65 lakh, while the total across all languages has already crossed ₹10 crore — and the film hasn’t even opened yet.
This strong advance booking indicates a high curiosity factor and wide interest, possibly driven by the controversy itself.
Kamal Haasan’s Box Office Journey
Thug Life follows Haasan’s recent box office rollercoaster. While Indian 2 underperformed, Vikram was a colossal success, raking in ₹247.32 crore in India and ₹414.43 crore globally. Thug Life now carries the weight of expectation — and with controversy fueling visibility, it may just find its audience.
Whether the Karnataka ban impacts long-term earnings remains to be seen. But for now, Thug Life proves that sometimes, bad press can be very good business.
