Click to play videoMumbai: When Hrithik Roshan starrer Krrish releases this Friday it would have recovered more than half of the money invested in it. That even before a single ticket is sold.
Made on a budget of more than Rs 30 crore, Krrish - thanks to its clever marketing tie-ups and brand associations - will make producer-director Rakesh Roshan a happy man.
The makers have tied up with a mobile service provider, which enables all movie buffs to download film clips and songs. The film has also associated itself with a jewellery brand for specific Krrish Jewellery, and there's also a tie-in with an apparel brand for exclusive merchandise.
So in a worst-case scenario, even if Krrish doesn't make a killing at the box-office, the producers won't go home with empty coffers.
"If it works in the box office, then sky is the limit,” says Filmmaker Rakesh Roshan.
Trade pundits say even a film like Black, made on a budget of some Rs 20 crore, did only average business at the box office. It was the film's satellite rights, which fetched a whopping Rs 5 crore that helped the picture register a decent profit.
Even a theatrical flop like Paheli managed to recover a major portion of its investment through the sale of its satellite rights.
Most of Mahesh Bhatt's films produced on shoe string budgets of Rs 3 to 5 crore, manage to break even thanks to astronomical music sales, ring tones rights and the sale of VCDs and DVDs.
Evidently, the definition of a "hit film" has changed considerably over the last few years.
"If you make a film for say Rs 10 crore, the recovery is faster than a film which you make for Rs 20 to 30 crore. So your success ratio is as per what is your cost of product," Film Producer Mukesh Bhatt said.
"These films they release in multiplexes, they release on satellite TV and they can recover their money. So, whenever there is a technology boom, it helps the film industry in this way," says Film Trade Analyst Indu Mirani.
So looks like the make-or-break Friday scenario will no longer worry film producers with astute marketing skillls.
However the most sureshot way of ensuring profits remains the classic formula - make a good film.
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