Latest Updates

Shah Rukh keeps everyone guessing on title
Abhishek, Aishwarya as an on-screen couple again
Arjun Kapoor, Parineeti Chopra paired once more
Rani Mukerji’s next is Siddharth Malhotra’s Hichki

Western Invasion

There’s a barrage of franchise films lined up for release this year as well. Beginning with Sony Pictures Entertainment’s The Amazing Spider-Man 3D, which also features our own Indian actor Irrfan, the film releases on July 3. Next in line is Fox Star Studios’s Ice Age 4: Continental Drift on July 13 and then Warner Bros’ Dark Knight Rises on July 20 in 700 screens. The movie, directed by Christopher Nolan, is the final instalment in the Batman trilogy.

Each of these Hollywood movies is likely to be released across 500-700 screens. Since they are also dubbed in languages such as Hindi, Tamil and Telugu, these productions are backed by strong promotion and marketing plans that will help scale up their Indian box-office business.

Industry experts claim that the Hindi dubbed version of a Hollywood film reels in almost 40 per cent of the movie’s business in India while 28 to 30 per cent comes in from the Tamil and Telugu versions. That’s because Hollywood films are now experiencing a major thrust in cities like Baroda, Rajkot, Ranchi, Dhanbad and Patna, coupled with the fact that multiplexes in these places are going digital to accommodate 3D films too.

Gupta avers, “Almost two months ago, places like Kolhapur had close to six cinemas but none of them had a 3D-capable screen. Now, exhibitors there are investing in the technology to corner a larger share of the pie.”

The same-day-date release or in some cases even a prior India release date to the US markets give these films an added push. The Adventures Of Tintin that released almost a week before its US release was a precursor to this trend. Now The Avengers will also follow suit.

Sanjeev Kumar Bijli, Joint Managing Director, PVR Pictures says, “Earlier, there was no infrastructure for multiplexes in smaller towns but that is changing. It is easier for Hollywood to earn more business from smaller towns also because the plexes in these places have smaller auditoria. It is easy to have good occupancy when the halls are merely 1,000 seaters, which brings in better return on investment.” 

So, soon after opening a multiplex in Nanded in Maharashtra, PVR plans to invest around Rs 130 crore with a target to scale up its all-India total to 75 screens. A major focus of this investment will be directed at smaller towns.

Helping Hollywood obliquely is the overall increase in absolute box-office business in India, since a host of Hindi films has made it to the elite Rs 100-crore club. Bijli says, “While earlier, the contribution of English films to the Indian box office was merely 1 to 2 per cent, the pie has now increased to 5 to 8 per cent.”

The marketing spends being made by studios to promote these films in smaller cities has also witnessed a sharp surge. Sailesh Pathak, Marketing Head at Top Entertainment reveals, “Companies are spending more than 25 per cent of their marketing budgets in towns like Pune, Kolhapur and Nagpur. While earlier a Hollywood film would only shell out Rs 25-50 lakh for promotion and publicity, this has escalated to up to Rs 3 crore for a film.”

And why not, since exhibitors are shelling out higher sums to buy more prints of Hollywood films, it is only wise that studios promote their films to the fullest by generating the right kind of buzz. But there’s reason for studios, distributors and exhibitors to tread carefully. According to Pathak, popular franchises like Spiderman have a much better chance at the box office than, say, a one-off drama like The Artist. Action and comedy films also fare much better. Well, no one said marketing was easy in today’s times, much less selling celluloid dreams!

Collection Chart
As on February 25th, 2017
FilmsWeekWeeklyTotal
Running Shaadi1
96L
96L
The Ghazi Attack*
1
10.79Cr
10.79Cr
Irada1
85L
85L
Jolly LL.B 2
2
24.37Cr
96.24Cr
Horror Night26K19L
Rings**210L2.10Cr
More

Featured Video

Most Viewed Articles

Today

Last 7 Days

Last 30 Days

Twitter

Box Office India's Twitter avatar
Box Office India
@boxofficeindia

Watch the weekly collection report of #Rangoon #TheGhaziAttack #RunningShaadi #Irada #JollyLLB2 t.co/7cjFyLKtDB

Box Office India's Twitter avatar
Box Office India
@boxofficeindia

Answer this simple question to win prizes #Commando2 t.co/KFx2PYsopi

Facebook

Instagram

This Week’s Issue

TRADE GUP

  • Shah Rukh keeps everyone guessing on title
  • Abhishek, Aishwarya as an on-screen couple again
  • Arjun Kapoor, Parineeti Chopra paired once more
  • Rani Mukerji’s next is Siddharth Malhotra’s Hichki

IN CONVERSATION

  • Esha Gupta gets candid about Commando 2, Baadshaho
  • Music director Mannan Shah talks about working on Commando 2
  • Neha Kakkar on crooning the title track of Badrinath Ki Dulhania

STRAIGHT NEWS

  • Mukti Bhawan wins Critics Choice Award in France
  • Vir Das creates record with his Netflix special
  • Short film Aaba wins at Berlin Film Festival