turning point for Bollywood has been this year. Eros,
India's biggest pure movie company, has released two
of its valuable products during the IPL window, while
Reliance Big Entertainment, UTV, Viacom18 Motion Pictures,
Yash Raj Films, Nadiadwala Grandsons and Ram Gopal
Varma's RGV Films have swung into action.
is a landmark year in that sense. I have always been
a strong believer that the IPL can, in fact, be a
lucrative window. We were the first ones to brave
the IPL storm successfully in 2011 with Tanu weds
Manu. The industry has reacted positively this year.
The trend is here to stay," says Viacom18 Motion
Pictures COO Vikram Malhotra.
has learnt from the 'Tanu weds Manu' experiment. Braving
the IPL storm successfully this year have been four
films - Housefull 2, Vicky Donor, Ishaqzaade and Jannat
Donor and Ishaqzaade, in fact, have been smart releases
benefitting more because of their release during the
IPL. They have earned far disproportionately to their
size and expectations. It only reinforces my belief
that you can win in the vacant windows if your content
and marketing is right," avers Malhotra.
2, a co-production between Eros and Sajid Nadiadwala,
has destroyed another myth: that urban audiences stay
away from cinema theatres to watch the IPL. Housefull
2, which released in the same week when IPL kicked
off, mopped up Rs 455 million in its opening weekend
is, indeed, having a fantastic outing. "The traditional
lean patches are falling by the wayside. Bollywood
is becoming a year-long activity," says Malhotra.
for example, the myth of January being a soft spot
for Bollywood releases. Karan Johar's Agneepath had
a successful run that month and netted Rs 1.2 billion
in five weeks.
(festival of colours), another weak window, became
a successful playtime for Bollywood with Viacom18
Motion Pictures' Kahaani. The suspense thriller collected
Rs 600 million at the box office.
has two lean release windows left to conquer: the
Shraddh period (dedicated to rituals for dead ancestors)
studios are challenging these weak release zones.
They can win this battle if they find the right content
and back it up with smart marketing. Holi, for instance,
can be a good release opportunity now as more people
stay at home these days. The afternoons are also left
open for entertainment viewing," says a trade
analyst who tracks the box office revenues of Indian
Motion Pictures is going to take the plunge this year
by releasing Oh My God during the Shraddh period.
The satirical comedy has Akshay Kumar playing Lord
film challenges the way Indians believe in God. We
are releasing it on the start of Shraddh," says
new-found bravery saw the release of 24 films during
the IPL this year, with Housefull 2 having the most
successful ride. The film netted Rs 1.19 billion in
eight weeks, while Jannat 2 collected Rs 459 million
(4 weeks), YRF's Ishaqzaade Rs 458 million (3 weeks)
and Vicky Donor Rs 404.5 million (6 weeks).
continued investment in content has yielded what we
believe is a strong movie slate for FY'13 supported
by the box office performance of Housefull 2 and Vicky
Donor," says Eros International Media Ltd. managing
director Sunil Lulla.
Department and Life Ki Toh Lag Gayi are three of the
top films that released during the IPL and failed
miserably at the box office.
PVR Cinemas CEO Pramod Arora, "The IPL had no
impact on the Bollywood releases this year. We witnessed
23 to 27 per cent growth in viewership compared to
last year. Business was much better than the last
four IPL seasons."
going through radical changes over the last few years
led by the emergence of big studios under corporate
control, is learning to have a year-round calendar
for commercial exploitation at the box office.
inputs from Ashish Mitra)