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Last Updated 09.04.2020 | 9:35 AM IST



‘E.M.A.E.T.’ economics

By Bollywood Hungama

Friday is the judgment day. Every Friday, the industry awaits the verdict pronounced on new release/s. The producer in question is a bundle of nerves. The studio/distributors are on tenterhooks. Will the film open to an energetic response? Will the film pass the examination of the paying public? What will be the opening day trends? What will Day 1 settle at? What's the estimate for the weekend? And what figure will Week 1 close at? Will it sustain in the second weekend? Will the investors recover their investment in the final tally?

Does anyone have an answer to these questions?

Two weeks ago, Karan Johar's AGNEEPATH shattered all previous records by collecting a massive Rs 23 cr nett on its opening day. But the prolific film-maker's new release, EK MAIN AUR EKK TU, failed to take off, sending shock waves across the length and breadth of the entertainment industry. Of course, it's foolhardy to compare the two films, since the genres are different, the cast is different, the budgets are different, the release period is different, the target audience is different. But what I am trying to highlight is the unpredictable nature of this business. It zooms upwards one week, it recedes the very next week.

EK MAIN AUR EKK TU caters to a different segment of viewers. It's targeted at the elite, those with an appetite for Hollywood rom-coms. That explains why its business is clearly divided in India. Strong at urban centres, but poor at single screens. After a shaky start on Friday, EK MAIN AUR EKK TU consolidated its status on Saturday and Sunday and the advantage of Valentine's Day on Tuesday will only make its Week 1 figure look robust.

Now let's look at the economics of EK MAIN AUR EKK TU…

Cost to UTV: 28 cr

+ P&A expenses: 10 cr to 11 cr

Total cost [inclusive of all expenses]: 38 cr to 39 cr

Amount recovered:-

Sale of Satellite Rights: 14 cr

Music Rights: 6 cr

Home Video Rights should fetch 1 cr

Which means, UTV has to recover 17 cr to 18 cr from India and Overseas theatrical business, out of which they have recovered close to 11.5 cr from pre-sales. The balance amount to be recovered [6 cr] was *recovered* from the shares in its opening weekend itself. The film has performed very well in the international arena and it should add to a hefty total.

Both Karan Johar and UTV should post healthy profits in the final tally.

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