There are many films that come and go and some of them become a hit or should we say they are termed as a hit. Truth is, nobody really knows how much money a film has collected and how much did the producers and buyers make. A perception is created about hit films.
Fact of the matter is, even hit films also need life support. By life support we mean publicity should keep continuing aggressively in order to lift the film which has got a hit talk. Unless the film runs smoothly for three weeks, it cannot recover its investment rightly.
Having said that, a life support for a flop cinema is of no use. Even if you keep pushing it hard, the result will be negative only. But if the same life support is given to a film which gets a hit talk then there is a good chance that it would rake in profitable amounts at the box office.
For this purpose only now all the movie unit are giving movie promotions before the movie release. Producers are now investing money on movie promotions especially to gain the hit talk. Also many movie unit are updating the news from the beginning of shoot itself.