Dhoom 3 box office collections wave continues, brand value tops Rs 500 cr

Jan 06 2014, 13:45 IST
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Dhoom 3 is the fastest film to reach Rs 100 crore in box office collections and was even faster to enter the Rs 200 crore club. Dhoom 3 is the fastest film to reach Rs 100 crore in box office collections and was even faster to enter the Rs 200 crore club.
SummaryDhoom 3 box office collections have made it top grosser and put its brand value at Rs 500 crore.

3' has a very bright chance to earn Rs. 300 crore," points out trade analyst Komal Nahata.

Overseas Collections

Overseas has always been a Shah Rukh Khan domain, but as they say records are made to be broken. 'Dhoom 3' has broken all records, be it the highest ever opening in USA, Canada, UK, Pakistan, Australia and UAE collecting over US$ 21 million adding more than Rs 120 crore to the earnings.

Less marketing, more returns

Khan, had once said that he thinks marketing is an essential part of film-making. While, most actors travel across the country to promote their film, and from one TV show to another, Chopra, Khan and the team at YRF made fewer appearances, thus building up the curiosity.

They cashed in on the audience enthusiasm by releasing the motion picture poster in the last week of September, and then gradually started releasing videos and songs.

This just fuelled the curiosity and appetite for the film. 'Dhoom 3' tied up with nearly 200 brands for merchandising with products costing between Rs 70 to Rs 9000.

Screen count

'Dhoom 3' has released in maximum number of screens for any Hindi film till date, be it in India or abroad. In India, the film has about 4460 screens which includes five IMAX screens.

While the number of theatres showing the film in Pakistan is not certain, in North America, it has got 236 screens, 97 in UAE and 30 in Australia.

The film will soon release in other territories like Morocco, Maldives, Rwanda, Lebanon, Egypt, Germany, Peru, Romania, Japan, Russia and Turkey.

Kamal Gianchandani, President PVR Pictures, says, “The film is breaking all possible records. The biggest USP of the film is Aamir Khan’s presence. The film is a well-made sequel to a successful franchise. The date, marketing and distribution strategy worked for the film in more than one way.

They released in maximum screens and their marketing decision of less is more worked.”

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