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Our Bureau

Mumbai, Feb. 2

London-listed Eros International's latest Bollywood star-studded extravaganza, Salaam-E-Ishq, which was released worldwide on January 25 on 1,200 screens, has grossed over Rs 50 crore in its opening weekend. Commenting on this, Mr Viki Rajani, Director, Eros India, said, "With Salaam-e-Ishq enjoying such a fantastic opening response, the film has superseded our expectations. It's evident that audiences have saluted the flavours of love and appreciated the film worldwide.'' With over 3.1 billion tickets being sold in India every year and the accelerated growth in multiplex cinemas, which are driving ticket prices up, Bollywood is sustaining its 21 per cent CAGR growth.

As part of its strategy, Eros is taking a larger slice of the Indian box office and has set up its own distribution offices in Mumbai and Delhi. In line with Eros's strategy to broaden the audience for Bollywood films beyond the expatriate community, Salaam-E-Ishq was released with local language subtitles in markets such as Germany, Belgium and Holland through mainstream multiplex chains.

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