Will Ra.One create a box-office record too?

Purvita Chatterjee Mumbai | Updated on November 12, 2017



Will releasing a blockbuster across 3,000 screens — a record in the country — help Ra.One become a bigger box-office grosser than Bodyguard or 3 Idiots?

While trade pundits expect the movie to make Rs 100 crore in the first week, Eros International, the co-producer, marketer and distributor, believes the sheer scale of the release will ensure Ra.One not only makes money but sets new benchmarks in Bollywood.

“This is by far the largest worldwide release for any film in the country. With Shah Rukh Khan back after two years as a superhero in a movie high on special effects and being released on the five-day Diwali weekend, profits are guaranteed,” says Mr Kamal Jain, Group CFO, Eros International, which has invested nearly Rs 100 crore in the movie .

Number of screens

The film will be released across 3,500 screens worldwide, of which 3,000 are earmarked for India. The 3D component will be 500 in India and 50 (of the 500) screens overseas.

Salman Khan's Bodyguard hit 2,600 screens and raked in Rs 105 crore in its first week. In the process, it became the second largest Bollywood grosser worldwide after 3 Idiots released two years ago.

With almost 15 brands riding on Ra.One, the marketing costs have been recovered by SRK's endorsements. “We have recovered Rs 40 crore of the marketing spend due to brand endorsement revenues. Even channels like Star One have paid almost Rs 15 crore to launch the film's music,” says Mr Jain.

While SRK is making sure the brands he already endorses get to ride on his film, there are new comers such as Cinthol, McDonalds and Western Union.

Global prints

As for the overseas market, Ra.One has sold the largest number of prints to South Korea (200), followed by Taiwan (25). The film has also been dubbed in German with 15-20 prints sold in Germany (which is hooked on to SRK).

“We have sold nearly 500 prints in the international market, right from Hong Kong to Fiji and expect the number to go up to 1,000,” said Mr Jain.

Meanwhile, trade pundits are also betting on the success of Ra.One. Says film critic and trade analyst Mr Taran Adarsh: “SRK's last film My Name is Khan did well overseas and with him now as a superhero, Ra.One looks good. A Diwali release will only add to its success.”

Published on October 12, 2011

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