Sunday, June 14, 2009

Business Trends of Bollywood Movies 2008 (Part-2)

Another major trend of 2008 was that none of the big-budget movies enjoyed silver jubilee or any such things. Forget the days of long running movies. In today’s Bollywood, only the masala movies matters most. Forget the serious stories where characters are gradually built and great stories unfold on the silver screen. People are not interested to see serious movies. If you want to enjoy a Hindi movie, then do not put too much pressure on your brain; “leave it at home,” that’s the best advice you would get from a Hindi movie critic these days.

In Bollywood there were movies like Hum Aapke Hain Kaun…!, Dilwale Dulhaniya Le Jayenge, Muhabbatein, Maine Pyaar Kiya that drew people to theatres week after week. Even Hrithik Roshan’s first movie, Kaho Naa… Pyaar Hai went on in theatres for a long time. Now days, you would not see movies that runs for a long time in theatres. This trend is most visible in 2008. All the big budget movies including Tashan, Thoda Pyaar Thoda Magic, Bachna Ae Haseeno, Rab Ne Bana Di Jodi, Love story 2050, Drona, Kidnap, Mission Istanbul, God Tussi Great Ho, Chamku, Money Hai toh Honey Hai, Singh Is Kinng, Golmaal Returns, Jodha Akbar, Race did not show much stamina in theatres. Producers start promoting the movies two or three months before the release. Thanks to their aggressive marketing approach, a serious hype is created about the movie. Finally, the movie is released in large number of theatres. Due to the hype, people come to see the movies and this continues for one to three weeks. After one month, the graph starts to fall. Now, the million dollar question is, does it hurt the producers? No, it does not. By the time, people have watched the movie and found out that it was not what they expected, the producer has already collected his money. A high profile producer sells his movie to distributors at a bigger price. He also makes money from satellite, rights, theatrical rights, music rights, internet downloads, ringtones etc. If the movie becomes a flop, distributor would think twice before taking the producer’s next film.

The biggest example of such short term success is Singh Is Kinng (SIK). Produced by Vipul Amrutlal Shah, SIK set a new record in the opening weekend business. Vipul Shah followed “carpet bomb” approach to maximize the profit in the opening weekend and released the movie in 1400 screens around the world. In the first week, SIK collected Rs. 437.7 million in India and broke the record of Shah Rukh Khan’s Om Shanti Om which collected Rs.410 million in India in 2007. SIK had a great worldwide business. In Pakistan, SIK movie collected more than Rs. 20 million in two weeks. In North America, SIK collected $11 million in the first weekend. Worldwide, the movie collected Rs. 68,48,00,000. One interesting fact about the release of SIK was that it was released on Friday, August 8, 2008. On that day, the first 28 screenings took place at 7 am in the morning in various multiplexes in Mumbai.

Another major short term success was Ghajini. The movie was released in 1500 screens and in the opening week it collected Rs. 700 million and Rs. 1.1 billion.

Related articles:

Business of Cinema

Box Office India

Wikipedia-Bollywood Films of 2008

Wikipedia-Singh Is Kinng

Bollywoodtrends.blogspot (1)

Bollywoodtrends.blogspot (2)

Bollywood Gossips

Wikipedia-Bollywood Films of 2008

Zimbio

Business of Cinema

NPR

Yahoo India Movies Beta


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