The one thing I can't fathom is why are we so repentant about the masala films we make? Why do we think that the global audience won't accept it? Why do films that project Hindustani culture or family values or the eternal lost-and-found drama or the story of a disgraced hero who wins against all odds in the end, looked down upon? The truth is masala films or escapist cinema call the shots and remain the first choice of moviegoers even today.
A few weeks ago, I had pointed out that desi cinema can never go out of vogue. It ruled in the 1970s and 1980s and continues to rule to this date. The response to YAMLA PAGLA DEEWANA reiterates this fact. The film, starring the three Deols, has been embraced warmly by the single screen junta, especially in North India. The multiplexes haven't showed the same enthusiasm that it showered on DABANGG or GOLMAAL 3, but the numbers are much, much better than the recent Sunny and Bobby starrers at urban centres.
Now let's look at the economics of YAMLA PAGLA DEEWANA. The cost of YAMLA PAGLA DEEWANA is approx. Rs. 25 cr [includes Print & Advertising expenses], while the producers have recovered close to Rs. 40 cr from sale of India theatrical rights [Rs. 24 cr] and Satellite Rights [Rs. 16 cr]. The producers have already booked a neat profit of almost Rs. 15 cr [yes, you read it right] and the onus now falls on the distributors to recover their investment.
The North India distributors are expected to reap good profits, while the Mumbai territory [being distributed by producer Nitin Manmohan himself] may also recover a decent sum at the end of the day, primarily due to the strong business in Gujarat.
YAMLA PAGLA DEEWANA is performing the best - no prizes for guessing - in Punjab, Delhi-U.P. and Rajasthan, followed by the single screens in Gujarat, C.P. and C.I. circuits. The business, especially in Punjab, is outstanding and as predicted by this writer, will set new benchmarks in days to come. Who knows, like Eid is monopolized by Salman and Christmas by Aamir, Lohri may well be monopolized by the Deols in the future. Right?