'Dabangg' Setting new benchmarks

Records are meant to be broken and DABANGG is doing just that. It's on a record-breaking spree. Previous records, at practically all centres, have been vanquished. Chulbul Pandey is the new hero and DABANGG, the new blockbuster.

This isn't the first time Salman Khan has created history. It started with MAINE PYAR KIYA, which brought viewers back to theatres. In hordes. Then HUM AAPKE HAIN KOUN rewrote the rules of the game. Now DABANGG has emerged a monstrous hit. It's the new benchmark for success.

What makes DABANGG a roaring success? I asked this question to several prominent film-makers [including DABANGG producer Arbaaz Khan] and top notch distributors [read comments below]. First 3 IDIOTS and now DABANGG have opened the eyes of the film fraternity vis-à-vis the volume of business. But, like I said earlier, this is just the beginning. It's the tip of the iceberg.

Now let's talk economics. DABANGG is an expensive film for two reasons: Presence of an A-list actor [Salman Khan] and high-voltage action scenes. Action films cost more than a love story or family drama. The cost of production of DABANGG works out to approx. Rs. 30 cr., while an additional Rs. 10 cr. was spent on P. & A. That takes the total to Rs. 40 cr. Now add Salman Khan's remuneration [Rs. 15 cr. - official sources have confirmed it] and the final cost stands at Rs. 55 cr.

The cost - on the higher side - doesn't seem high anymore. For, at the rate DABANGG is faring in the domestic market, the amount should be recovered from India theatrical alone and the returns/price fetched from Overseas, Music Rights, Home Video, Satellite Rights and Tamil & Telugu Remake Rights will only add to the profits. Jab uparwala deta hain, chappar faad ke deta hain.

VOICES OF TOP LEAGUE DISTRIBUTORS & EXHIBITORS

"You can't explain the phenomenon. Everybody expected it to be a big weekend, but this big nobody could foretell. If you make an entertaining film, the potential is very high. DABANGG proves it."

- AMAN GILL

"Honestly, it's a one-man army called Salman Khan. Also, the film has been brilliantly marketed and the credit goes to Salman again. His acting and promotional skills have resulted in this success."

- ASHOK AHUJA

"I think everything has worked for the film. The timing of release, the kind of film it is and most importantly, Salman Khan."

- MAHENDRA SONI

"I will cite two factors - music and promotion. After a long time moviegoers are throwing coins and dancing on the songs. Also, hats off to Salman Khan for promoting the film to the optimum."

- SANJAY CHATAR

"The credit goes to Salman Khan. It's a one-man show."

- SANJAY GHAI

"I can describe DABANGG as a modern SHOLAY as it has all the ingredients for classes as well as masses. It has long legs and I foresee a dream run at the box-office. The Khans are laughing all the way to the bank."

- SUNIEL WADHWA

Box Office update: 'Dabangg' is unstoppable, opens to biggest response of 2010

As expected and predicted by this writer time and again, DABANGG opened to an earth-shattering and record-breaking response across the country. The film drew full houses from its first show onwards everywhere. Even at multiplexes, where ceetees and taalis are a rarity, the response to DABANGG was overwhelming, with fans clapping and whsitling at Salman’s intro, Salman’s dialogue [at several places] and of course, the climax fight.

DABANGG has opened in 1,584 screens in India and in terms of numbers, the film is expected to have a bigger Friday than RAAJNEETI [the biggest opener of 2010, which collected Rs. 10.5 cr. nett on Friday] and should be at par [or bigger] than 3 IDIOTS, which is the biggest opener ever [collected Rs. 13 cr. nett on Friday]. Eid will be celebrated on Saturday, so once can imagine the [grand] business on not just Saturday and Sunday, but also Monday. As per initial trends, DABANGG will be competing with just one film – 3 IDIOTS.

Box Office: 'We Are Family' collects Rs. 2.75 cr. on Thursday

WE ARE FAMILY lived up to its title by attracting families in good numbers! Instead of having a wide release on Thursday [2nd September] due to Janmashtami, Karan Johar and UTV decided to open the film in limited shows [3-4-5 shows] at limited centres [main multiplexes] and the response was excellent. The film collected approx. Rs. 2.75 cr. nett on Thursday, making it the second highest opening in limited preview shows.

The word of mouth amongst the target audience of the film, namely women and family audiences, is wonderful and the Friday evening occupancy as well as Saturday and Sunday numbers are expected to be very strong.

Box Office update: 'Peepli Live' is profitable even without theatrical revenue

Despite the absence of any known stars, the rural theme and a difficult language to comprehend [for a few circuits especially], PEEPLI [LIVE] embarked on a decent start in morning and noon shows at several screens, but showed a healthy increase with every show. In fact, a section of the industry was skeptical about its performance at single screens, but the single screens also showed an escalation gradually.

The brand, Aamir Khan, ensured ample shows at plexes throughout the country. The business showed a jump towards evening shows [90% to 100%; superb] and the night shows are packed at many places in advance/block bookings at prime locations. The opening weekend is expected to be extra-ordinary since Sunday is a national holiday [15 August].

The film is a profitable venture for its producers, even if one doesn't add the revenue generated from theatrical avenues. The cost of production is approx. Rs. 6 cr. [excl. P. & A.] and the makers have already recovered Rs. 8 cr. from Satellite Rights and Rs. 2 cr. from Music Rights. The revenue generated from India theatrical, entire Overseas and Home Video is only going to add to the profits.

Box Office: 'Aisha' starts well at high-end plexes, dull at places

The sole release, AISHA, opened well at high-end multiplexes of metros, with the opening and noon shows performing to 70% to 80% occupancy. However, the response at some properties [single screens and small centres] was dull, with the opening being in 20% to 25% range. The evening shows at plexes of major centres showed very good occupancy. The film has opened at 550 screens and the plexes are expected to contribute the maximum on Day 1.

The factor that goes in its favour is its costing. The cost of production is around Rs. 14 cr. [excl. P. & A.] and the makers have recovered a big chunk of the investment from the sale of Satellite Rights [Rs. 9 cr.] and Music Rights [Rs. 1.5 cr.]. The balance amount [Rs. 3.5 cr. + P. & A.] is to be recovered from India theatrical + Overseas + Home Video.

Box Office Update: Metro plexes khatta, single screens meetha

The opening response of KHATTA MEETHA was extremely mixed across the country. While the film opened to a below average response at multiplexes of metros, the opening numbers of the film at single screens ranged from good to very good. The occupancy at multiplexes was in 40% to 50% range, while single screens were 70% to 80%, which is good, but not excellent. The not-too-happening response at multiplexes of metros isn't good news, since a major chunk of revenue comes from plexes mainly. Will the single screens compensate that business, is to be seen.

Akshay Kumar's previous release HOUSE FULL had embarked on an electrifying start across the nation. In comparison, KHATTA MEETHA is approx. 60% of HOUSE FULL. One key factor that has gone against the film, besides the lack of solid content of course, is the fact that the makers had publicised the film as a full-on comedy, while KHATTA MEETHA is a satire, with emphasis on drama. The misleading promotion seems to have sent out wrong signals, with several moviegoers feeling dejected.

KHATTA MEETHA has to fare exceedingly well on Saturday and Sunday [at plexes as well as single screens], if it has to collect a hefty total in its opening weekend.

Box Office: Tom Cruise fetches better start than 'Milenge Milenge', 'Red Alert'

The Friday witnessed two Hindi releases, MILENGE MILENGE and RED ALERT - THE WAR WITHIN, and both didn't really open to the expected response. While MILENGE MILENGE was generally dull at plexes, but was slightly better at some single screens, RED ALERT, despite appreciation and critial acclaim, opened to a poor response. However, the Tom Cruise starrer KNIGHT & DAY fetched a much better opening than the two Hindi films, which didn't come as a surprise since Tom Cruise is extremely popular in India.

'I Hate Luv Storys' finds love at the box office

Imran Khan-Sonam Kapoor starrer takes in Rs 215 million in first three days of its release

Imran Khan and Sonam Kapoor's romantic comedy 'I Hate Luv Storys' (IHLS) might be about a guy's hatred for mushy movies, but it has managed to bag just the opposite from reaction audiences. The film has done a net business of approximately Rs.21.5 crore (Rs.215 million) in the domestic circuit in the first three days of its release.

Co-produced by UTV Motion Pictures and Dharma Productions, the movie opened with net collections of Rs.6.5 crore (Rs.65 million) on July 2 with soaring business over the weekend.

"We have got a good amount with almost 85 percent occupancy during the weekend. People are liking the movie especially the younger generation. It has good cinematography and a contemporary story. We hope it does well during weekdays and has a second weekend run," Jayendra Banerji, vice president (Operations) of Satyam Cineplexes, said.

Said Amit Awasthi, senior manager (Programming and Operations) of Spice Cinemas: "The weekend for IHLS was very good with close to 85 percent occupancy and gross collection of Rs.2.3 million over the weekend with 26 shows per day. Imran and Sonam's chemistry is being appreciated and proves that Imran is a complete chocolate boy while Sonam is Bollywood's bubbly asset."

A source from PVR cinemas said: "The weekend was good and we had over 70 percent occupancy. We are running on an average 10 shows per property per day and hoping this one will get a second weekend run too. It has been enormously liked by college going audiences and the youth for its contemporary appeal."

"People are also liking the new pairing of Imran and Sonam." the source added.

Directed by debutant Punit Malhotra, IHLS revolves around Jay (Imran) and Simran (Sonam), who are complete opposites of each other in terms of romance. While Jay doesn't believe in love and condemns it as a cynic, Simran swears by it and has a very Bollywood idea of the emotion.

The movie is Imran's first hit after 'Kidnap' and 'Luck' did badly and Sonam's first ever hit after big-budget duds 'Saawariya' and 'Delhi-6'.

"The IHLS weekend went fairly well. Occupancy was a decent one with 45-50 percent. Youngsters are liking the movie. Even on Monday people are inquiring about weekday shows," said Deepak Taluja, senior vice president (Business and Operations) of Fun Cinemas.

"We are running around eight to 10 shows for three screen properties and around 12-14 shows for four screen properties. We are hoping for a decent show for IHLS in the next weekend as well," he added.

Amit Shah, chief manager (Programming) of DLF DT cinemas said: "Despite not so great reviews by critics, IHLS has done an exceptionally good business with an initial weekend of over 75 percent occupancy. In fact, our Chandigarh property had a 100 percent occupancy for all the three days.

"It is a completely youth centric film and hopefully it will sustain in the second week too," he added.

Yogesh Raizada, corporate head (Cinemas) of Wave Cinemas says the box office performance of the film met their expectations.

"The business for IHLS went as per expectations and has been above average. The movie has got youth appeal and since it had no competition at the box office in terms of Hindi films last Friday, it has done a satisfactory business with family support. We are running on an average 16 shows per day per property."

B.O. update: Youth luves 'Luv Storys', film starts with a bang

The second half of 2010 has begun with a bang, with the first release of July, I HATE LUV STORYS, fetching a fantabulous start. The film took off in a big way from the morning shows itself, with big city multiplexes opening to 80% to 90% response. At places, the occupancy was 100% as well. At plexes of relatively smaller centres, the opening was in 60% to 70% range, while single screens, expectedly, were not strong. The opening at some single screens was good [it picked up at big centres during the course of the day], but at smaller centres, it was below average, in 30% to 40% range.

Looking at the tremendous response from the youth, several plexes decided to add more shows on Friday itself. Also, at several plexes, the film fetched one of the biggest starts of the year. The opening day figures at several plexes were at par with 3 IDIOTS and RAAJNEETI.

Imran's second release, KIDNAP, which came right after the smash hit JAANE TU YA JAANE NA, had fetched approx. Rs. 4.85 cr. nett on Day 1 [Thursday; National Holiday], while LUCK had fetched approx. Rs. 3.5 cr. nett on Day 1. I HATE LUV STORYS, Imran's fourth release after KIDNAP and LUCK sank at the box-office, is expected to fetch approx. Rs. 7 cr. on its opening day, which is fabulous.

The brand Karan Johar + fresh pairing + excellent music + terrific promotion have lured the youth in hordes, while the audience feedback ranges from good to excellent [the youth is loving it].