The source further informed us that around 1,00,000 tickets are blocked by brands for the holiday period, which will be distributed among their privileged consumers. "It's a normal practice for brands to celebrate event films. This happened during Pathaan, though at a much smaller scale, it happened for Rocky Aur Rani Ki Prem Kahani and it's happening for Jawan. Shah Rukh Khan, Aamir Khan, and Karan Johar are favorites of the brands when it comes to film releases. It's basically a deal of SRK and the brands i.e. the brands that SRK is endorsing have partnered with Red Chillies on the marketing front for all SRK films," the source explained to us.
This is also a very common practice in the South which is slowly making its way in the Hindi Film Industry, giving an additional padding to feature films to open and spread the word of mouth faster. "Corporate bookings are official and happening in the industry for the longest time. It is self-buying of producers that is harmful, as the producers themselves put in the money to buy tickets without putting in the effort to fill the seats. However, with brands, it's always a marketing exercise leading to the spread of word of mouth faster due to bigger sample size."
