Hollywood Viewers Increases in India

Televisionpoint.com Correspondent
Call it a dramatic breakthrough, Hollywood blockbusters no longer have limited viewers in India. In fact, foreign movies are now taking a bigger slice of the Indian box office pie.

According to industry estimates, the share of English flicks might go up to six per cent in 2007 from a mere four per cent last year. For Starters, Hollywood films are creating ripples in local markets like never before. With around 75 films and Rs 250 crore's at the box office, 2006 was perhaps the best year for Hollywood studios in India. This was against 55 films and Rs 185 crore's in 2005.

"In India, the interest in foreign movies has always existed. But it's now that people are more informed about the market with several choices," says Vikramjit Roy of Sony Pictures, India.

Moreover, foreign cinema has witnessed a growth of around 35 per cent in the last four years. And there are 61 Hollywood movies, between April and December 2007, that will hit the silver screens across the country. "The acceptability has shot up in not just metropolitan, but also B and C class cities," informs Roy.

Thanks to the widening mass appeal, Hollywood flicks cease to be fringe players. They are increasingly finding fresh audiences not only from metros, but also tier-2 and tier-3 cities. No wonder then, foreign films are exhibited in either dubbed or subtitled versions to reach wider audiences. "Hollywood holds five to seven per cent of the total Indian film market. And the figures will move up this year," informs Gautam Dutta, Marketing head, PVR Cinemas.

Interestingly, Hollywood gala affair is getting bigger with gusto. The top five foreign films in 2006 had 1,120 prints while just two films in 2007, Spider-Man 3 (SP3) and Pirates of the Caribbean 3 (POC3), will have more than 800 prints. "There's been a 80 per cent jump in the flow of Hollywood movies. And due to the increase in the number of multiplexes, the prints have also gone up," adds Dutta.

Global bigwigs too are pulling up their socks to hit bull's-eye. As a result, the marketing mantra is becoming more innovative. SP3, for one, is the first Hollywood movie to be dubbed and released in Bhojpuri, apart from Hindi, Tamil and Telugu. SP3 also marks the foray of Percept Picture Company (PPC) and Adlabs into distribution of Hollywood films in India.

SP3 is not alone. For the first time, Paramount Films showcased its latest English offering Shooter with English subtitles in India. "One must be innovative with concepts and ideas, otherwise people won't notice the product. And new strategies are always needed to market a film," says Sheetal Khosla of Paramount Films.

Conversely, SP3 has tied up with at least eight brands, Yamaha, HDFC, Baskin Robbins, Ceat and Pidilite among others, worth over Rs 10 crore's in India. Even forthcoming Shrek 3 has roped in labels like McDonalds and Kellog's.

The summer of 2007 promises to be Hollywood's big Indian fiesta. After Mr Bean's Holiday and SP3, almost a dozen foreign films are geared up to scorch theatres this summer. So, if POC3 comes calling on May 25, Shrek 3 raises temperature on June 1. "Hollywood is slowly becoming a monster, with India being a major territory for these films," says trade analyst Taran Adarsh.

Likewise, several films such as Hannibal Rising, Fantastic Four 2, Hostel 2, Next and Bean 2 are set for a day-date release. And later in July-August, there's Ratataouille, Rush Hour 3, Harry Potter and the Order of the Phoenix, Bourne 3 and The Simpsons. As per estimates, around Rs 100-150 crore's are riding on "summer" English flicks. "Distributors and exhibitors are now equally enthusiastic about Hollywood cinema," adds Adarsh.

Tie-ups are the flavour of the season. And the year 2007 will witness the reel result of associations. While Sony Pictures release their co-production Saawariya with Sanjay Leela Bhansali, PPC has joined hands with Michael Douglas' Further Films to make the $50-million Racing The Monsoon.

PPC has also teamed up with Ram Gopal Varma to co-produce Within. Moreover, Sa Re Ga Ma Films has collaborated with Drena De Niro's Rapture Productions for Karma Confessions and Holi.

"Hollywood is a welcome change, The foreign entertainment qualifies to be successful in India. And SP3's success proves that we are ready for it." says Shailendra Singh, joint MD, Percept.

Furthermore, Fox Searchlight Pictures and UTV's production I Think I Love My Wife Starring Chris Rock will hit the screens soon.

"These collaborations are a major step to expand our presence worldwide. Plus, it would help us learn the best practices in filmmaking," says Siddharth Roy Kapoor, VP (marketing), UTV. So, Bollywood beware as Hollywood is set to scorch the Indian summer this year.