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Fox Star bang on with marketing moves, festive release

Thanks to smart marketing moves and a timely release, Bollywood film Bang Bang, produced by Fox Star Studios India, has collected over Rs. 290.97 crore worldwide

Written by Anushree Chandran | Mumbai |
Updated: October 24, 2014 1:00:56 am
Hrithik Roshan in Bang Bang Hrithik Roshan in Bang Bang

Thanks to smart marketing moves and a timely release, Bollywood film Bang Bang, produced by Fox Star Studios India, has collected over Rs.290.97 crore worldwide (including India), making over Rs.150 crore in domestic theatres. Fox Star says that over the last eight days, the film has clocked at least $11.3 million (Rs.70 crore) in international markets. Bang Bang is the fourth fastest to the $ 9-million box office mark after Dhoom 3, 3 Idiots and Chennai Express, says Vijay Singh, chief executive of Fox Star Studios India.
“It’s become the second-highest grossing film in 2014 in India,” Singh remarks.
“In the Middle East, we have done gross box office of $ 4.6 million, crossing the record of My Name Is Khan. This is the number one performance this year. In the UK, we have done gross box office of $ 1.66 million — which is the highest this year. We have already crossed all Hrithik films in the UK. In the US, we have done gross box office of $ 2.2 million, the highest week of 2014. This is the highest grosser of 2014, beating Kick ($2 million). In Australia, the film has grossed $392,000 while in New Zealand, it has done $144,000, the highest of this year. In Pakistan, the film has managed $706,000, the second highest this year.”
Whether in India or internationally, the film is doing fantastically, adds Singh. “There is no other release for the next two weeks till Happy New Year and so the winning streak should continue. The film has got a great scale to it and outstanding action. We released it outside of India in over 850 theatres, which is the biggest release for any Bollywood film. This includes mainstream theatres where Hollywood films are released. Especially in the Middle East, a lot of local Arabs have gone to see the film, which is why there is very strong performance. We have opened up new markets where Bollywood has not gone before. For example, we have released the film in Lebanon, Iraq and Burma where Bollywood films were not officially released.”
Trade analyst Komal Nahta said Bang Bang is one of Hrithik Roshan’s highest-rated films globally, and should have crossed at least $8 million in international markets. It has yet to beat the box office earnings of 3 Idiots though, he said.
Nahta says the film worked wonders because of its slick look and feel. The production value of the film is much higher than that of an average Bollywood flick, and the fact that it was released during the festive season has increased its appeal in both domestic and international markets, he said. “There is no doubt the film has done exceedingly well on the back of smart placement and promotions. It was expected to cross the Rs.100- crore threshold in the domestic box office.”
However, Nahta feels Kick may have done slightly better with overseas audiences.
A Federation of Indian Chambers of Commerce & Industry (FICCI) — KPMG report states that overseas theatres revenues have grown from Rs. 76 crore in 2012 to Rs.83 crore in 2013. They are expected to reach Rs. 94 crore by 2014 end and Rs.120 crore by 2017. Domestic theatre revenues were at Rs. 8,510 crore in 2012 and Rs. 9,340 crore in 2013. They are expected to reach Rs.10,220 crore by 2014 end and Rs.14,630 crore by 2017.
Jehil Thakkar, head-media and entertainment at KPMG, said overseas collections contributed as much as 10-15 per cent of the overall revenue for big-budget films with big stars.
“But while the domestic box office is soaring, international markets such as the UK are stagnant in terms of growth. So is the US and Canada. The Middle East, however, continues to grow. Overseas theatre revenues are growing, but not as much as much as they should, ” Thakkar says.

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