Bollywood explores new markets across the globe
With the success of films like Dilwale Dulhaniya Le Jayenge, Kabhi Khushi Kabhi Gham and 3 Idiots, Bollywood's market reached out to USA, UK and Russia.
When Sridevi visited Japan this June, she wasn't an anonymous tourist. Several Japanese natives came up to her asking for an autograph or requesting for a selfie. Sridevi's stardom in a completely unexplored territory was not an outcome of her '80s hits when she was the reigning diva.
It was because of her recent film, Gauri Shinde's English Vinglish. The dubbed version of the film made an impact in the Japanese theatres and helped her win over new fans in that country. English Vinglish set a record and marked Bollywood's foray into unexplored new markets such as Japan, Korea, Romania, Taiwan and eastern Africa.
With the success of films like Dilwale Dulhaniya Le Jayenge, Kabhi Khushi Kabhi Gham and 3 Idiots, Bollywood's market reached out to USA, UK and Russia. However, a sudden resurgence to win over new markets is being noticed now, with production giants such as Eros, Disney India and Yash Raj Films (YRF) reaching out to unexplored new territories such as Japan.
"Dubbed films with subtitles in foreign language have appealed local audiences. Success of these films in the new territories reiterate the fact that films with compelling content backed with strong marketing and distribution will always be appreciated," said Kumar Ahuja, President, Business Development, Eros International Media Ltd.
Bollywood films are reaching out to unknown zones such as Kenya, Uganda, Syria and Lebanon besides South Asian countries. Saif Ali Khan starrer Cocktail was the only Indian film to gross over $ 100,000 at the box office in Kazakhstan and Kyrgyzstan. Hrithik Roshan's Krrish 3 was the first film to hit the Egyptian market. Dhoom 3 dubbed in Mandarin was received well in China. The film was released alongwith three big Chinese films yet managed to collect $1.35 million (Approx Rs 8.14 crore) in the opening weekend.
"These non-traditional markets can work only when you can convince your local partners (in the foreign land) and make the business mutually worthwhile," said Avtar Panesar, Head of International Distribution, YRF. Ritesh Batra's widely acclaimed The Lunch Box, which did not set the domestic box office on fire, made more money abroad in new markets such as France, Germany and Belgium apart from Japan. It surprised trade analysts that the film collected Rs 27.22 crore in France alone, as much as its gross collection in the domestic market.
THE LUNCHBOX
NEW SHORES: Ritesh Batra's film set a new record collecting Rs 56 crore from overseas markets inc.
QUICK CHECK: Being an offbeat film, the Irrfan Khan-Nimrat Kaur starrer got a lukewarm response at the domestic market but made more money abroad. The film was a huge success in new markets such as France, Germany, Belgium and Japan. It collected Rs 27.22 crore in France, Rs 11.29 crore in Germany and Rs 4.36 crore in Switzerland.
ENGLISH VINGLISH
NEW SHORES: Sridevi's comeback film won over territories such as Japan, Romania, Hong Kong, Korea and Germany.
QUICK CHECK: The film was widely appreciated in Japan, and a surprise hit in foreign shores. The Japanese version of the film collected US $ 1.6 million, which was close to India's earlier offering 3 Idiots. The film was released across 50 screens in 20 cities of Japan. The grand premiere was attended by the Japanese first lady Akie Abe.
DHOOM 3
NEW SHORES: Bollywood's biggest hit ever, starring Aamir Khan and Katrina Kaif, was released in Turkey, China, Peru, Japan, Romania and Russia besides other regular foreign markets.
QUICK CHECK: The film was dubbed in Mandarin to be released in several screens across 400 Chinese cities. It collected $1.35 million (Rs 8.14 cr), which was an achievement for Yash Raj Films International wing as they managed to penetrate into the difficult market of China. The film's profit break-up suggested it managed to earn Rs 150.06 crore from various overseas markets only because it penetrate non-traditional Bollywood markets.
ZINDAGI NA MILEGI DOBARA
NEW SHORES: Zoya Akhtar's multistarrer was the first Hindi film to release in Romania in August 2014.
QUICK CHECK: Eros released the Hrithik Roshan-Katrina Kaif starrer in Romanian cinemas in August this year. Released across 20 screens, the enthusiastic response motivated the production house to release some more films in Romania, including Cocktail in 15 screens besides English Vinglish. The number of Bollywood watchers in Romania is on a rise.
EK THA TIGER
NEW SHORES: The Salman Khan-Katrina Kaif starrer was released in 24 countries including Korea, Japan, China, Ireland and Dublin.
QUICK CHECK:With this Kabir Khan film, producers Yash Raj Films seriously tapped the big market of Japan. The film was released in collaboration with Nikkatsu Cooperation, which planned its distribution across 30 screens. The film was also released in Ireland, where portions of it were also shot.
COCKTAIL
NEW SHORES: The Saif Ali Khan-Deepika Padukone starrer explored the hitherto uncharted territories of Kazakhstan and Kyrgyzstan.
QUICK CHECK: The film explored theatres in Kazakhstan and Kyrgyzstan where Bollywood films were unheard of. It managed to earn $100,000 at the box office as the local audience enjoyed the film with subtitles. Eros is reportedly planning to tie up with local distributors to regularly release of many more Bollywood films in future.