That the business of Hindi films has shown an impressive growth in 2005 is known to all and sundry. The weekend business has shot upwards, the first week shares [thanks to the multiple shows and inflated ticket rates at multiplexes] are at an all-time high, the volume of business has increased by leaps and bounds.
Not too long ago, a successful film used to touch [approx.] Rs. 2.5 to Rs. 3 crores by the end of its first six months in Mumbai circuit. Now compare it with the current scenario: A number of films have managed to cross the magic figure of Rs. 3 crores by the end of the first week itself. Bollywood is booming and how!
One production house that has been having a dream run at the turnstiles is Yash Raj Films. No wonder, their latest release, SALAAM | NAMASTE, was keenly anticipated within and outside the film industry.
SALAAM | NAMASTE had an excellent start [85% to 90% +] at multiplexes of Mumbai, Delhi, Kolkata, Jaipur, South, but at several centres, the opening day collections ranged between 30% and 60%. Those expecting the opening day collections of SALAAM | NAMASTE to be at par with LUCKY, KAAL, BUNTY AUR BABLI, DUS and MANGAL PANDEY - THE RISING, were disappointed.
The business of SALAAM | NAMASTE was clearly divided in its opening weekend. While the multiplexes performed 8 to 10 to 12 shows every day with 95% + occupancy, the business shot upwards at centres where it had a shaky start, as days progressed [60% +].
The collections at some centres did register a marginal drop from Monday/Tuesday [it's a practice these days], but the business at the multiplexes is so huge [it's holding very well at multiplexes even on weekdays] that the first week billing is expected to be excellent, the drop at some centres notwithstanding.
I disagree with the theory that the Indian audiences are finding the theme too urban and that SALAAM | NAMASTE wouldn't perform well beyond the metros. Adult issues have been attempted time and again in the past and the Indian audiences have lapped them up if they connect with the story. Going by the rate at which the youngsters have taken to the film as also the families, the second weekend of SALAAM | NAMASTE should also be strong enough.
For Yash Raj, the strategy of releasing the film with multiple prints in multiple shows worldwide and extracting the maximum from the first week itself has paid off yet again. Thanks to the fabulous collections at the multiplexes as also in the Overseas territory, the premier production house should be able to recover their investment within two weeks of its release.
For Yash Raj, it's time to pop champagne… yet again!
THIS WEEK, LAST YEAR
After two successes in rapid succession, GARV [semi-hit] and MUJHSE SHAADI KAROGI [hit], Salman Khan delivered two box-office duds one after the other -- PHIR MILENGE and DIL NE JISE APNA KAHAA [weekend: September 10-12, 2004].
The uninterrupted run of a great show at the box-office [TERE NAAM, BAGHBAN, GARV, MUJHSE SHAADI KAROGI] had unfortunately been cut short with the failure of first PHIR MILENGE earlier and DIL NE JISE APNA KAHAA this weekend.
Goes to prove [yet again] that it's not the star alone, but the project in totality that works!
