Fenil and Bollywood

Posts Tagged ‘summer vacation

MUMBAI: If this were a Hindi film, one would say imtihaan ki ghadi aa gayi hai-testing times are here. After a tumultuous year at the box office, the health of the Hindi film industry will be tested from December 4 to February 12. About Rs 500 crore is at stake and many a big brand of the industry will try its luck at the box office.
While Aamir Khan’s 3 Idiots is arguably one of the biggest films of 2009, Shah Rukh’s My Name is Khan may give 2010 a headstart at the box office. Brand Bachchan isbanking on Paa and Ranbir Kapoor will try and consolidate his new found viability as a solo star with Rocket Singh. And after his success with Wanted, Salman Khan will hope to emerge victorious once again with Veer.

 

“The film industry tries to avoid releases in the first two weeks of January and also in March (exam season),” says an industry source. “The movie business really picks up during summer vacation time and the festive season. Big releases are reserved for Diwali, Eid or Christmas.”

Why this deviation from plan then? Trade analyst Amod Mehra blames it on the backlog. “The multiplex strike changed many a plan,” Mehra says. “Rann was meant to be a Diwali release but could not manage a clearance from the producers. Shah Rukh’s Dulha Mil Gaya was also marked for 2009 and My Name is Khan was rumoured to be a Christmas release. Veer is the only film that was planned for January 2010 and is on schedule,” he adds.

Producer Mukesh Bhatt has no reservations about time of release. “I released Raaz 2, The Mystery Continues in January and it was a hit. Kaho Naa Pyaar Hai, another January release, was a superhit.”

Film trade analyst Taran Adarsh explains that there has always been apprehension in the industry about releasing films in the first two months of the year. “They believe the audience doesn’t really want to start the new year watching films. Also, up north its too cold to get out and go to a cinema hall,” he says. Having said that, Adarsh thinks any month that provides the viewer with good content will be conducive for Bollywood. “Maybe early 2010 will break the jinx.”

About 25 films are releasing between December 4 and February 12. These which include many small-budget films such as the Vidya Balan, Arshad Warsi, Naseeruddin Shah-starrer Ishqiya, Chandan Arora’s Striker and MAMI-award winning Road to Sangam. Shah Rukh Khan and Amitabh Bachchan may clash at the BO with My Name Is Khan and Teen Patti likely to release on the same date. While some exhibitors feel that the release of big films are evenly placed, Mehra believes, “The audience will choose the film they want to watch. They cannot afford to make holes in their pockets and this will affect the fortune of some films.”

Of course, the fact that so many big names have releases within weeks of each other is another issue to contend with. Previously, producers have thrashed out their release dates in an informal manner to avoid overlap of big ticket films. But with the multiplex strike hitting the initial months of 2009 so hard, nobody is in the mood to wait anymore. Ranjan Singh, the marketing head of PVR Pictures is concerned that big releases may cannibalise smaller players. “But if this trend of back-to-back releases in a non-conventional period hits the high notes, all conventional jinxes will be broken and a new trend will be set.”

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