With Indian cinema gaining acclaim and good revenues on international shores, film-makers and producers are venturing into non-traditional markets. And that goes for Akshay Kumar's Boss and Hrithik Roshan's Krrish 3 too. Naturally, the importance given to a good release for a big-budget film in international markets has gained momentum. We explore this angle in detail.
Tapping new markets
The domestic theatrical market obviously continues to reign, but it’s hard to neglect the overseas market. Our films are now being released in territories that never had any Hindi film release earlier. For instance, recently, Krian Media Ltd announced that it would be releasing the Akshay Kumar starrer Boss in Panama, Peru, Denmark and France, along with 400 screens across Europe, North America, South East Asia and Australia among others. With this announcement, Boss becomes the first Indian film to release in the non-traditional Panama market.
Today, the overseas component in terms of the theatrical revenue returns is pretty substantial, but of course the recovery numbers from India are much bigger, because Indian films command a 95 per cent market share in India, compared to Hollywood films
– Raj Malik, Vice-President, Film Acquisition and Distribution, Krian Media
“I think Bollywood films create mass hysteria around the world. The appetite for Hindi films is increasing not just in India but abroad too. We’ve also tried to understand the NRI population around the world. In certain parts, there’s an organic process of releasing films, in more developed markets like USA, UK and Canada, but there are Indians in many other countries,” says Raj Malik, Vice-President, Film Acquisition and Distribution, Krian Media.
Recently, Dharma Productions has also partnered with Reliance Entertainment to release four of its films in international markets. Reliance Entertainment will market and distribute Gori Tere Pyaar Mein, Hasee Toh Phasee, Ungli and Humpty Sharma Ki Dulhania overseas. “Over a period of time, the demand for Hindi films has increased. The demand by the Indian audience settled overseas to watch more Hindi as well as South Indian language movies has increased, thus producers and distributors decide on releasing their movies there. Movies that are family oriented or have popular faces like Amitabh Bachchan, Shah Rukh Khan or Salman Khan are in demand. So, today we have extended our regions and started overseas distribution,” says Bhushan Kumar, Chairman & MD, T-series.
The number game
Earlier the returns from the international markets were just considered an add-on