The terminology of a film becoming a hit or flop has got to do more with the buyers and distributors than the producers and actors. This is because the worst hit would be the buyers and distributors because they put the money. These days distribution has become a gamble.
Unless the film enters the theaters and real public talk comes from the audience, the film’s fate is not decided. This is more for the small budget films which come with minimum publicity and not much of branding. Unfortunately, they constitute the major part of film making.
Distribution Becomes Sheer Betting
So, whenever two or three films become failures or below average grosser, the entire distributor network gets stuck and only the success of a big film will bring them out of the mess. This is why many feel even distribution has become a very risky business and is more like betting.
This sometimes get them more loss and many are suffering with his. Some time movie will have a great response but there will be less collections at the box office. This situation brings more loss to the distribution. So this is referred as betting strategy. If the distributor have luck then the collections will be high or else it will go in reverse.