The Hindu Business Line : Bollywood hits paydirt with light entertainers

LIGHT-HEARTED entertainment as a theme has once again come to the rescue of Bollywood as is evident in the pan-Indian success of Main Hoon Na and Hum Tum in 2004.

Main Hoon Na, with Shah Rukh Khan in the lead role, has topped the charts for 2004 with total earnings of Rs 49 crore from both its domestic and overseas theatrical releases (Rs 15.5 crore from overseas exhibition).

Hum Tum, a Yashraj Films production, with Saif Ali Khan and Rani Mukherjee in lead roles, has earned Rs 30 crore from domestic and overseas releases at the end of nine weeks.

Hum Tum has emerged as a surprise winner at the box office, particularly in the overseas markets where collections at the end of ninth week stand at Rs 8.16 crore, according to statistics available at the International Business Overview Standard.

"Hum Tum has done well in cities, Mumbai's multiplexes and in the overseas markets," says Mr Sanjay Bhattaacharjii, CEO, Spring Board Productions, which provides advisory services in all aspects of filmmaking.

In terms of revenues, films such as Lakshya and Khakee have earned more than Hum Tum. But Hum Tum and Main Hoon Na are considered as pan-Indian hits as they have been profitable not only for producers but also for distributors as well as exhibitors.

"It is clear that light entertainers are back. Films like Main Hoon Na, Hum Tum and now Mujse Shaadi Karoge have proved that," said Mr Ram Mirchandani, General Manager, Motion Pictures, UTV.

"Returns on Hum Tum have been much better than estimated," says Mr Tarun Tripathi, Senior Executive (Marketing), Yashraj Films. "The theme involving a young man and a woman appears to have connected to the younger audience," he said. The film did very well in the US and UK market and to some extent across other territories.

Lakshya, Khakee and Masti are other big revenue earners of 2004. Lakshya, co-produced by Farhan Akhtar and UTV, did a good showing in metros such as Mumbai and Delhi and parts of the Northern region in the domestic market and in the US for overseas release and not across all territories. The film has been able to earn Rs 33 crore until the end of July 2004, including Rs 5 crore from overseas markets. The film did much better in the US than in the UK.

According to Mr Mirchandani, films with `bold' themes like Julie, Murder and Hawas have also brought in good box office returns. "At UTV, we are also looking at a progressive, classy, erotic thrillers. Our canvas will be much wider with higher production values and a definite script," he said.

With a large number of films being released, the window of opportunity for a theatrical release is quite short. "It is not true to say that multiplexes have improved earnings at the box office. At the end of the day, the film has to be good. An exhibition at multiplexes helps a good film," said Mr Bhattaacharjii.

Sholay is the best example. One of the biggest blockbusters of all times was released after a gap of 29 years and has been drawing full houses, enquiries at Minerva revealed. Minerva exhibited the film for five years from August 1975.