'Dabangg' Setting new benchmarks

Records are meant to be broken and DABANGG is doing just that. It's on a record-breaking spree. Previous records, at practically all centres, have been vanquished. Chulbul Pandey is the new hero and DABANGG, the new blockbuster.

This isn't the first time Salman Khan has created history. It started with MAINE PYAR KIYA, which brought viewers back to theatres. In hordes. Then HUM AAPKE HAIN KOUN rewrote the rules of the game. Now DABANGG has emerged a monstrous hit. It's the new benchmark for success.

What makes DABANGG a roaring success? I asked this question to several prominent film-makers [including DABANGG producer Arbaaz Khan] and top notch distributors [read comments below]. First 3 IDIOTS and now DABANGG have opened the eyes of the film fraternity vis-à-vis the volume of business. But, like I said earlier, this is just the beginning. It's the tip of the iceberg.

Now let's talk economics. DABANGG is an expensive film for two reasons: Presence of an A-list actor [Salman Khan] and high-voltage action scenes. Action films cost more than a love story or family drama. The cost of production of DABANGG works out to approx. Rs. 30 cr., while an additional Rs. 10 cr. was spent on P. & A. That takes the total to Rs. 40 cr. Now add Salman Khan's remuneration [Rs. 15 cr. - official sources have confirmed it] and the final cost stands at Rs. 55 cr.

The cost - on the higher side - doesn't seem high anymore. For, at the rate DABANGG is faring in the domestic market, the amount should be recovered from India theatrical alone and the returns/price fetched from Overseas, Music Rights, Home Video, Satellite Rights and Tamil & Telugu Remake Rights will only add to the profits. Jab uparwala deta hain, chappar faad ke deta hain.

VOICES OF TOP LEAGUE DISTRIBUTORS & EXHIBITORS

"You can't explain the phenomenon. Everybody expected it to be a big weekend, but this big nobody could foretell. If you make an entertaining film, the potential is very high. DABANGG proves it."

- AMAN GILL

"Honestly, it's a one-man army called Salman Khan. Also, the film has been brilliantly marketed and the credit goes to Salman again. His acting and promotional skills have resulted in this success."

- ASHOK AHUJA

"I think everything has worked for the film. The timing of release, the kind of film it is and most importantly, Salman Khan."

- MAHENDRA SONI

"I will cite two factors - music and promotion. After a long time moviegoers are throwing coins and dancing on the songs. Also, hats off to Salman Khan for promoting the film to the optimum."

- SANJAY CHATAR

"The credit goes to Salman Khan. It's a one-man show."

- SANJAY GHAI

"I can describe DABANGG as a modern SHOLAY as it has all the ingredients for classes as well as masses. It has long legs and I foresee a dream run at the box-office. The Khans are laughing all the way to the bank."

- SUNIEL WADHWA

Box Office update: 'Peepli Live' is profitable even without theatrical revenue

Despite the absence of any known stars, the rural theme and a difficult language to comprehend [for a few circuits especially], PEEPLI [LIVE] embarked on a decent start in morning and noon shows at several screens, but showed a healthy increase with every show. In fact, a section of the industry was skeptical about its performance at single screens, but the single screens also showed an escalation gradually.

The brand, Aamir Khan, ensured ample shows at plexes throughout the country. The business showed a jump towards evening shows [90% to 100%; superb] and the night shows are packed at many places in advance/block bookings at prime locations. The opening weekend is expected to be extra-ordinary since Sunday is a national holiday [15 August].

The film is a profitable venture for its producers, even if one doesn't add the revenue generated from theatrical avenues. The cost of production is approx. Rs. 6 cr. [excl. P. & A.] and the makers have already recovered Rs. 8 cr. from Satellite Rights and Rs. 2 cr. from Music Rights. The revenue generated from India theatrical, entire Overseas and Home Video is only going to add to the profits.

Box Office update: 'Dabangg' is unstoppable, opens to biggest response of 2010

As expected and predicted by this writer time and again, DABANGG opened to an earth-shattering and record-breaking response across the country. The film drew full houses from its first show onwards everywhere. Even at multiplexes, where ceetees and taalis are a rarity, the response to DABANGG was overwhelming, with fans clapping and whsitling at Salman’s intro, Salman’s dialogue [at several places] and of course, the climax fight.

DABANGG has opened in 1,584 screens in India and in terms of numbers, the film is expected to have a bigger Friday than RAAJNEETI [the biggest opener of 2010, which collected Rs. 10.5 cr. nett on Friday] and should be at par [or bigger] than 3 IDIOTS, which is the biggest opener ever [collected Rs. 13 cr. nett on Friday]. Eid will be celebrated on Saturday, so once can imagine the [grand] business on not just Saturday and Sunday, but also Monday. As per initial trends, DABANGG will be competing with just one film – 3 IDIOTS.

Box Office: 'We Are Family' collects Rs. 2.75 cr. on Thursday

WE ARE FAMILY lived up to its title by attracting families in good numbers! Instead of having a wide release on Thursday [2nd September] due to Janmashtami, Karan Johar and UTV decided to open the film in limited shows [3-4-5 shows] at limited centres [main multiplexes] and the response was excellent. The film collected approx. Rs. 2.75 cr. nett on Thursday, making it the second highest opening in limited preview shows.

The word of mouth amongst the target audience of the film, namely women and family audiences, is wonderful and the Friday evening occupancy as well as Saturday and Sunday numbers are expected to be very strong.