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The line up includes underwater action thriller Blue, the most expensive (Rs 130 crore) film ever produced in Bollywood; Main Aurr Mrs Khanna, a romantic drama (Rs 40 crore) starring Salman Khan and Kareena Kapoor; and Rohit Shetty-directed and Ajay Devgan-produced comedy All The Best-Fun Begins (Rs 70 crore). Movie buffs would not only decide the fate of these movies but also determine the fortunes of the industry, which has been hobbling after a series of missteps so far this year.
Trade analysts feel that competition may hurt the prospects for these films. But stakeholders in the film industry hope that moviegoers would use the extended weekend and watch all three movies. In fact, the industry badly needs some relief after setbacks due to economic slowdown, strike by producers and distributors, and swine flu outbreak. The only hits in 2009 so far have been Kaminey, New York, Love Aaj Kal and Wanted.
Diwali has always been an auspicious time for many Bollywood producers to put forth their releases. Diwali releases made Shah Rukh Khan the ultimate super star of Bollywood. Dil to Paagal Hai (1997), Kuch Kuch Hota Hai (1998), Mohabbatein (2000), Veer Zara (2004), Don (2006), and Om Shanti Om (2007) were some blockbusters that had a Diwali release.
Even last year’s Diwali releases, Fashion and Golmaal Returns turned out to be good box office hits, despite the fact that economic slowdown had already set in. “Diwali has always been a time when people are ready to spend. Past records show that most blockbusters have been released during this time,” says trade analyst Taran Adarsh.
While a Shah Rukh release may be missing this Diwali, Akshay Kumar, Sanjay Dutt, Ajay Devgan and Salman Khan, whose recent release Wanted had a fairly successful box office run, would try to make up for his absence.
The battle of these stars, their big budget promos and the hype surrounding these films have almost forced Hollywood movies out of multiplexes. Hollywood studios have rescheduled release dates of some of their movies. The release of SPE Films India’s Julie & Julia, initially set to hit the screens on October 16, has been pushed to next week. “It is a movie for a niche audience and we wanted to release it during a week that is less crowded,” said the promotion manager of the studio. In fact, there are no Hollywood releases this weekend.
Multiple releases are bound to fragment audience and people may choose the best from the choice available. But according to Amitabh Vardhan, CEO, PVR Cinemas, with more disposable income during this time, moviegoers will flock to theatres and see more than one film. “I think all the three films should do above 80 per cent business in the first week due to the long weekend. Diwali season has always proved to be a success for multiplexes,” he added. “Despite multiple releases, we are hoping for the best,” said Siddharth Roy Kapur, CEO, UTV Motion Pictures, producers of Main Aurr Mrs Khanna.
With a cool Rs 240 core riding on just three movies, there is a lot at stake.
