Click to play videoMumbai: Today box-office success is no longer about silver jubilees or golden jubilees. Gone are the days when it took at least 25 weeks to announce the success of a film.
In today's multiplex era, the fate of a new release is decided over the weekend or within two weeks at the most.
If Ghajini made Rs 200 crore within 2 weeks of its opening then SRK starrer Rab Ne Bana Di Jodi that released 2 weeks before Ghajini managed Rs 140 crore!
In fact, most of the big time producers make their profits even before the film hits the theatres, a Shah Rukh or Aamir Khan starrer made at a budget of Rs 30 crore can easily be sold at double the price to distributors.
CEO Percept Picture Company Navin Shah says, “Singh is Kinng actually broke all the records of Om Shanti Om and now Ghajini breaks all the records of Singh is Kinng, so I think we are far away from saying that we are saturated. In fact, it is just the beginning of what we call as the whole explosion of entertainment in this country.”
However, domestic box office collections no longer form the largest chunk of a film's revenue pie, overseas collections rake in a major profit share.
Karan Johar's multi-starrer Kabhie Alvida Na Kehna, considered a big hit -made a large portion of it's profit only through ticket sales in the US and the UK.
More recently, Rab Ne Bana Di Jodi had the widest international release for a Bollywood film, a record 150 theatres in North America alone.
Satellite and Home Video Rights are the other major sources of revenue now.
Managing director, Excel Home Video M N Kapasi says, “Home entertainment usually is about 6 to 7 per cent and stretching it bit further to maximum 10 per cent of the gross box office that a film does in the cinema.”
Today it's all about pitching your product right, about generating enough buzz and curiosity about your film to catch the maximum number of viewers in the first week of it's release both in India and abroad.
The strategy is to flood theatres with as many prints as possible to catch as many eyeballs across the globe.
Ghajini for example released with a whopping 1500 prints worldwide and it's a gamble that has paid off.
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