UTV sets off 'chain reaction' with 'Lakshya' in the US market

MUMBAI: UTV which has recently established a distribution set up oversees in New York, London, Singapore, Hong Kong and all of Europe had its maiden release Lakshya released in the US markets on the weekend starting 18 June.

The production house feels its strategy to tie up with big chains in the US market has paid off with the film collecting as much as $380,000 within three days of its release.



"Films like Kal Ho Na Ho and Koi Mil Gaya opened in the North American market with fewer screens compared to Lakshya. Of the 60 screens that Lakshya opened, 18 were with the big chains thereby leading the migration away from the conventional Indian owned theatres where most of the Hindi films get released," says an official release.

This trend took place in the UK about two years ago, when Bollywood films were shown only in Indian owned screens. But now 95 per cent of the prints of Indian movies in UK are with the big chains and that has impacted positively on the revenue stream.

UTV is the first company to be directly involved in North America with major mainstream Exhibitors such as AMC, Regal, Century, National, Cineplex, and Loews. This means they have direct access to over 32,000 screens across North America, adds the release.

Consequently the per- screen average collections of Lakshya in the first week stood at $6440 and ranked fourth among all the releases that weekend and ahead of Harry Potter. Major theatre chains in US are looking at this trend as an eye opener, as Indian films are giving them a far better yield per screen than many Hollywood movies.

UTV feels this will give big boost to its distribution plan for the upcoming Swades, which it has co-produced with the Oscar nominated director Ashutosh Gowariker.

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories