Before recording an interview with a leading director for my daily show on television, he made a very valid observation, which I endorse completely. When a producer sells his film to a global distributor today, the price is inclusive of India and Overseas theatrical and non-theatrical rights, Home Video, Satellite and Music rights, in most deals, unless specified otherwise. So, added this film-maker, any film shouldn't be judged as a Hit of Flop on the basis of domestic theatrical business only.
Times are changing and the distribution pattern has undergone a sea-change as well. It's foolhardy and immature to judge a film on the basis of its performance in a circuit or two. One needs to account all revenues generated from all sources, theatrical and non-theatrical, before you pronounce the box-office verdict.
Unfortunately, the Indian media is so naÃ¯ve about such things that they absorb anything and everything that a film-maker/studio dishes out at the end of Week 1. For instance, if a film grosses, say Rs. 20 cr. nett in Week 1, most people assume that the entire amount goes into the distributors' pocket. In fact, several wannabes, masquerading as analysts, continue to pen columns with zilch knowledge of business.
That brings me to the two new releases, GOLMAAL RETURNS and FASHION. We've kept you updated right from the start itself [Wednesday Update, Thursday Update, Friday Update, 2 days' collections, Midweek and Overseas B.O.], so let's update you with the business of these two films from Monday onwards. That the two films opened well is old news.
Armed with an impressive, power-packed weekend [Rs. 31 cr. nett in first 5 days; source: Studio 18], GOLMAAL RETURNS fell sharply from Monday onwards. The fall was more pronounced at multiplexes than single screens. The Week 1 should end at approx. Rs. 38 cr. to Rs. 40 cr., which means that the distributors' share should be in the range of approx. Rs. 19 cr. to Rs. 21 cr.
Studio 18 has already sold Home Video [sold before release for approx. Rs. 3 cr.] and Music Rights [sold for approx. Rs. 5 cr.] and if added to the Week 1 revenue, it covers a substantial chunk of investment [cost: approx. Rs. 45 cr., with prints + promotion]. The Overseas revenue wouldn't be too potent, so a lot depends on how [a] The second weekend fares and [b] What revenue will the Satellite rights generate.
Talking strictly from its pricing point of view, will GOLMAAL RETURNS reach the 'Coverage' status or 'Commission Earner' or 'Overflow' for its distributors is to be seen. A clearer picture would emerge only after Week 2.
As for FASHION, the film is very strong at plexes of metros in India [Week 1 is expected to close at approx. Rs. 21 cr. to Rs. 23 cr.; distributors' share: approx. Rs. 10 cr. to Rs. 11 cr.], but the film is a debacle in Overseas. Hence, the revenue from Overseas would be negligible. With approx. Rs. 8.5 cr. recovered from endorsements/in-film placements [cash + barter deals in terms of promotions], the balance amount [cost: approx. Rs. 23 cr., with prints + promotion] will have to be recovered from India theatrical as also Satellite and Home Video. But the problem is that FASHION is an 'Adults' film and that would affect its Satellite price. Again, a clearer picture vis-Ã -vis its status would emerge only after Week 2.
It's a wait-n-watch situation right now for both the films!