The Hindu Business Line : `Comedy, the best way to box office'

Some of the recent films in this genre that have tested box office success are No Entry, Kyaa Kool Hai Hum, Hum Tum, Salaam Namaste, Bunty aur Babli and Garam Masala.

Mumbai , April 12

It is a laugh the Hindi film industry is slowly getting worried about.

For a few years now, the industry has tasted box office success showing films with feel-good stories. But as the number of such films steadily rises, producers and distributors are concerned that too much of a good thing may drain the mirth in comedy.

The latest of such films, Malamal Weekly, has managed a decent box office run.

K Sera Sera Production Ltd, distributor of the film in Mumbai territory and South, said it earned revenues of Rs 4 crore. Shringar Films, distribution arm of Shringar Cinemas Ltd, said it made a total box office collection of Rs 4.53 crore in the first three weeks of this Priyadarshan-directed film.

The movie was distributed at a minimum guarantee royalty of Rs 80 lakh for the territories of Delhi, Uttar Pradesh and Tamil Nadu.

"The response to the film has been great. It is a light comedy, appealing to all sections of the audience. People came in without expecting too much and liked it,'' Mr Shyam Shroff, Chairman, Shringar Cinemas Ltd said.

Light entertainment films have in recent times drawn in the crowds. Industry representatives believe that a good story is the underlying factor for success.

Some of the recent films in this genre that have tested box office success are No Entry, Kyaa Kool Hai Hum, Hum Tum, Salaam Namaste, Bunty aur Babli and Garam Masala. No Entry was also the biggest hit of 2005.

Comedy as genre is a time-tested formula for box office success.

Mr Ashok Thakeria, who has made successful films such as Dil, Beta and Raja, believes that fun films with a good storyline have always worked. He and producer, Mr Indra Kumar, are slated to release their latest venture, Pyare Mohan on April 21. The film, which stars Vivek Oberoi and Fardeen Khan, is yet another comedy film.

Mr Thakeria is confident that Pyare Mohan would bring in the viewers. "People lead such stressful lives, they want to see movies that are fun and do not have an emotional bearing,'' he said. Problem, however, is the flock mentality, which endangers the longevity of every trend, fun included.

"If one genre works everybody starts to make films in that genre," he said. Typically, light comedy films are low budget films, therefore producers are wont to look at it, said Mr Parag Sanghavi, Managing Director, K Sera Sera.

Film companies are beginning to see the danger of the `me too' factor.

"There have been too many comedy or feel-good films in the recent past. Audience's interest in this genre could suddenly wane," a senior official of Shree Ashtavinayak Cine Vision Ltd said.

This company is due to release Golmaal, a comedy thriller. "We are extending the comedy theme into a thriller," he said.

For the moment, audiences want light entertainers and comedy is hence big business. Mr Shroff said: "It would be a tragedy if comedy turns sour".