Showing posts with label Joginder Tuteja. Show all posts
Showing posts with label Joginder Tuteja. Show all posts

Kartik Aaryan a favourite among filmmakers and the name brands are looking to sign up

The new superstar taking  over the mad ad world

Kartik Aaryan is leading the ‘next-gen Bollywood story’, making him a favourite among filmmakers and the name brands are looking to sign up
THE ECONOMIC TIMES (February 20, 2024)

Kartik Aaryan has emerged as the torchbearer for the next generation of Bollywood actors, not only because his films have been successful blockbusters but also because he’s a formidable name in the world of brand endorsements.

Aaryan, who debuted on the ‘Forbes India Celebrity 100 list’ in 2019, today boasts of an impressive portfolio of brand associations that transcend international boundaries.

Aaryan entered the industry as an outsider, but with his boyish charm, relatability and effervescent energy, has climbed up the pedestal to become a favourite among corporates.

One of the key factors contributing to Aaryan’s unparalleled success when it comes to signing up brands is his discerning choice of films and the diverse characters he brings to life on screen.

Neeraj Joshi, marketing head at Zee Studios, said, “Aaryan’s is a story that brands love. A boy-next-door from central India making it big with sheer determination, undeniable talent and ‘in-your-face’ attitude. His appeal cuts across age, gender and orientation, which is something most big stars still covet.”

Spate of successes
His recent successes, including Bhool Bhulaiyaa 2, Satyaprem Ki Katha, Freddy and Dhamaka, have skyrocketed his brand value and demand. His upcoming roster includes the muchanticipated horror-comedy Bhool Bhulaiyaa 3, the youth-centric Aashiqui 3, and Chandu Champion, a real-life-inspired tale targeted at audiences across demographics. He also has a collaboration with Dharma Productions coming up on an untitled war film, which further solidifies his status as a versatile actor.

“Aaryan is known for portraying characters that resonate with the youth. Gen Z appreciates humour that aligns with their sensibilities, and through his fashion choices, movie roles and social media visibility, Aaryan is massively popular among youngsters,” said Joy Chatterjee, AVP sales and marketing, Mankind Consumer Business Unit.

Even within these factors, his active social media persona stands out as a robust advantage. “For advertisers, social media presence can be a valuable asset. While collaborating with a celebrity or influencer, the first metric a brand looks at is the ‘reach’ they have and what kind of a target audience follows them,” Chatterjee added.

A diverse list of brands
Proof of Aaryan’s magnetism lies in the extensive list of brands he endorses, which spans diverse categories: From FMCG giants like McDonalds, Dabur Red and Cadbury Silk to technology and lifestyle brands like Superdry, Boat Speakers, GTPL and Armani Exchange watches, Kartik’s brand spectrum is as vast as it is impressive. In 2023, his campaigns including #ApnePartnerSePucho (Manforce Condoms), #TheKartikAaryanMeal (McDonald’s) and #YaaronWaaliBaat (McDowell) have been the talk of the brand world.

Today, Aaryan’s commercial value is such that he commands fees between Rs. 3 crore and Rs. 5 crore per brand. He also earns Rs. 40-50 crore per film. These figures are testament to his box office prowess and the immense draw he has for audiences and brands alike.

In Kroll’s Celebrity Brand Valuation Report 2022, Aaryan held the 17th position with a brand value of $36.5 million. This not only underscores his popularity but also highlights his ability to resonate with diverse audiences, often through the infusion of humour into his brand associations.

Renowned trade analyst Joginder Tuteja called Aaryan the new face in brand world. “He is a driving force in the world of endorsements. With more than two dozen brands in his kitty, he’s among the top three celebs in the country. It’s indeed a remarkable feat for a person who comes from the heartland, to not just make it big in the glamour world but also retain high levels of popularity among such a large chunk of the audiences. He is one of the leading faces in Bollywood and the brand world,” Tuteja said.

Akshay Kumar keeps his word and disappears from Vimal Kesari ads

Akshay Kumar keeps his word and disappears from Vimal Kesari ads
Rishabh Suri (HINDUSTAN TIMES; December 6, 2023)

Actor Akshay Kumar has proved that he is a man of his words. Just as he had announced while severing his association with the Vimal Kesari Brand last year, his face now stands removed from all the ads of the brand, leaving only the other two celeb endorsers — Shah Rukh Khan and Ajay Devgn.

In 2022, Kumar faced flak for being associated with surrogate advertising for Vimal. Known as a morally responsible and fitness-conscious actor, his endorsement didn’t go down well with his fans. He was quick to take note and wrote on X, “I’m sorry, I would like to apologize to you, all my fans and well-wishers. Your reaction over the past few days has deeply affected me. While I have not and will not endorse tobacco, I respect the outpouring of your feelings in light of my association with Vimal Elaichi. With all humility, I step back.”

However, he had added that the brand might air the ads during the legal duration of the contract. When an advertisement featuring him aired in October during the ICC Men’s Cricket World Cup, Kumar clarified that it was shot two years ago and it’d stop airing from December.

The advertising and trade fraternities are all praise for celebs setting such examples and keeping their word. “I believe these top stars should not be associated with such ads, and Akshay has set a good example. It was not even pan masala, it was elaichi! But he understood that people know about surrogate advertising. These celebs don’t need the money or publicity, so Akshay took the right step. He is a man of his word when it comes to both his citizenship (the actor renounced his Canadian citizenship and acquired an Indian passport this year) and the Vimal ad,” says trade analyst Joginder Tuteja.

Ad guru Prahlad Kakar, too, is impressed with the 56-year-old. “It makes a lot of difference to people who care. Mr Amitabh Bachchan also publicly disassociated himself from colas and said they are bad for health. It is not just about giving up something, it is also about doing positive things after that. Akshay did it,” he says.

Akshay Kumar keeps his word and disappears from Vimal Kesari ads

Screen Marathi films or pay up Rs. 10 lakhs, government tells Maharashtra theatres

Screen Marathi films or pay up: Govt tells Maha theatres
Rishabh Suri (HINDUSTAN TIMES; May 21, 2023)

Maharashtra’s cultural affairs minister Sudhir Mungantiwar announced that a fine of Rs. 10 lakh will be imposed on movie theatre owners if Marathi movies are not screened for at least four weeks in a year. According to artistes, this is a welcome move.

Shreyas Talpade is of the view that Marathi films should be given priority in the state. The Poshter Boyz (2014) actor says unlike Hindi films, where the opening weekend itself brings in Rs. 20-30 crore, Marathi films “don’t have much funds for promotions” and depend heavily on word of mouth. “This is why they need more time in theatres,” he reasons.

Chandramukhi (2022) actor Amruta Khanvilkar says, “Our audience consists of people who do 9 to 5 jobs. When they want to watch a film in a theatre [after work], they don’t find convenient timings. I think people are not coming to theatres because they don’t find the right shows. This is a welcome move.”

Theatre owners say the earlier rules were that at least 120 shows had to be screened. “It means a minimum four shows daily for a Marathi film. They have now made it more stringent. In our theatres, Marathi films play at prime time slots (between 12 pm to 9 pm). If the government wants to penalize someone who isn’t following it, that is fine,” says Rajender Singh Jyala, chief programming officer, PVR INOX Limited.

However, not everyone is happy about these new rules. Joginder Tuteja, trade analyst, says this decision “doesn’t make any sense”. “It’s like a quota system that exists in jobs, etc. You can reinforce this in the government sector, but when you do it in privately owned businesses, then what you are doing is restricting them from doing their business which I am not in favour of.”

Exhibitors, too, aren’t happy with this decision by the Maharashtra government. Akshaye Rathi feels it should only be about the films which the audience is keen to watch. “If people want to watch a film, why will theatres not showcase it and earn money? Sometimes Marathi films get lopsided heavy showcasing, and vice versa. I truly think if we want businesses to prosper, rather than penalizing theatres, the idea should be to incentivize a local industry. There are subsidies for the Marathi film industry anyway. The cinemas would feel the pinch especially in times where we are emerging from pandemic times,” he shares.

Sachin Pilgaonkar, actor-filmmaker:
Marathi films find it very difficult to find good shows in Maharashtra itself, which is the only place where those films release. The government is making the situation better [by imposing the fine].

Shreyas Talpade, actor:
What happens is, Marathi films pick up pace only in the second week; the first week goes in increasing word of mouth. If these films do a certain amount of business, prime time slots should be retained for Marathi films, too.

Screen Marathi films or pay up: Govt tells Maha theatres

As The Kerala Story faces trouble in West Bengal and Tamil Nadu, industry rues the lack of creative liberty

As The Kerala Story faces trouble in West Bengal and Tamil Nadu, industry rues the lack of creative liberty
Rishabh Suri (HINDUSTAN TIMES; May 12, 2023)

Sitting at the centre of a nationwide debate storm is The Kerala Story. While Uttar Pradesh and Madhya Pradesh have made the film tax-free, it has been banned in West Bengal and it’s screening has been stopped in theatres of Tamil Nadu.

Filmmaker Anurag Kashyap tweeted, “You agree with the film or not, be it propaganda, counter propaganda, offensive or not, to ban it is just wrong (sic).” Producers Guild of India, too, issued a statement that read: “We are distressed by, and would like to record its strong objection to, the state-enforced bans on The Kerala Story.”

Filmmaker Madhur Bhandarkar says, “I supported Udta Punjab and Ae Dil Hai Mushkil (both 2016). But when Indu Sarkar (2017) was targeted by political parties, no one supported me. I feel once a film is passed by the Central Board of Film Certification (CBFC), it should be released, whether you agree with it or not.”

The film has been doing well at the box office. Trade analyst Joginder Tuteja says, “I am not saying what’s happening in West Bengal is right or wrong. But if the CBFC has allowed something, why should any state go against it? There should be creative liberty.”

Is it fair to ban a film?

Atul Mohan, trade expert: “CBFC is a government organisation, so by banning a film, you are challenging the government. People have watched it and approved it.”

Pritish Nandy, producer: “Once passed by the CBFC, a film is officially cleared for exhibition. But, if certain states feel it could create a law and order situation, it’s their right to decide whether it should be screened or not. They understand the local circumstances.”

Trailers at Re 1: Movie theatres' new move to draw crowds?

TRAILERS AT ₹1: MOVIE THEATRES’ NEW MOVE TO DRAW CROWDS?
Multiplexes are trying to break at-home movie viewing habits and how
Rishabh Suri (HINDUSTAN TIMES; April 13, 2023)

You are roaming inside a mall; you have shopped till you dropped; you don’t want to go to a theatre and commit two to three hours of your time? So, now, what’s next? Well, you go inside a theatre and watch something for just 30 minutes! Sounds strange? Yes, it is. In their latest bid to lure audiences back to the big-screen experience, multiplex chain PVR-INOX has started a new initiative. Titled Trailers Screening Show, available across India — except in a few states like Tamil Nadu where ticket pricing is fixed — you can pay Re 1 and watch 30 minutes of trailers curated from different industries. 

Exhibitor Akshaye Rathi says, “These are unprecedented times. This is a unique offering to moviegoers, both as a tool and as a way to make them fall in love with the theatrical experience all over again. There are some very interesting experiments underway; this is one of them.”

He cites the example of the recent Cinema Day, where tickets were priced at just Rs. 75 and saw a massive response. “This will tell moviegoers what their moviegoing experience will be like for upcoming films. It doesn’t happen when you watch the trailer on a television or mobile phone, like experiencing a Salman Khan or Tom Cruise film. It gives the audience a glimpse of what it is going to be like if they buy tickets for these films,” adds Rathi.

Trade expert Joginder Tuteja is far from impressed with this move: “This point where a mall-going audience will go to a theatre to relax for 30 minutes was prevalent 20 years ago, when people were generally poor and didn’t have ACs at home. Now people going to the mall would much rather watch reels on their phones. Why will I step into a theatre? These gimmicks don’t make any sense.”

Trade analyst Taran Adarsh agrees, “I am surprised and amused, because the theatres don’t stand to gain anything from an economic point of view.”

Rajender Singh Jyala, chief programming officer, PVR Limited shares that there’s a limitation for the theatres on how many trailers they can play before a film starts: “We thought people watched trailers on their phones and YouTube, so if you give them a chance to watch them on the big screen, it will be a totally different ball game. The impact on small screens is not great. We thought, why not invite the audience to experience all of that for just one rupee? The response has been great. It’s houseful-.”

Sidharth Malhotra, Kiara Advani: The new power couple?

SID-KIARA: THE NEW POWER COUPLE?

The mystery around their love story coupled with their successful run in showbiz can help the newlyweds double their combined equity in a year, say trade experts
Sugandha Rawal (HINDUSTAN TIMES; February 9, 2023)

Actors Sidharth Malhotra and Kiara Advani have embarked on a new journey as husband and wife. This not only marks a milestone in their personal lives but also paves the path for them to scale newer heights, professionally. With a combined net worth of around Rs. 500 crore, they could rise to the ranks of power couple.

The asset breakup
Malhotra, 38, in his career of over a decade, has endorsed brands in varied categories and remains in Forbes’ list of top 100 celebrities in India.

If sources are to be believed, he charges anywhere between Rs. 6-8 crore per film, Rs. 3 crore for ads and makes Rs. 1-1.4 crore a month. He owns a lavish house in Mumbai’s Pali Hill area, as well as a host of luxe vehicles, including a Range Rover Vogue valued at over Rs. 2 crore and a Mercedes ML 350 CDI costing Rs. 66 lakh.

Advani, 30, on the other hand, reportedly charges Rs. 4 crore for a film and over Rs. 1.5 crore for endorsements. She owns an Audi worth Rs. 1.58 crore, a BMW X5 priced at over Rs. 77 lakh and a flat in Mumbai costing Rs. 15 crore, among other assets.

Reports suggest that the newlyweds will move into a plush sea-facing apartment worth Rs. 70 crore in Mumbai.

The future forecast
Trade analyst Joginder Tuteja says their combined worth is “easily over Rs. 500 crore”. He explains, “They are at the top of their respective games. Kiara is giving hits back-to-back, Sidharth’s resurgence after Shershaah (2021) is working in his favour. They can easily move to Rs. 1,000 crore by the end of next year if they play the power game well.”

Trade expert Atul Mohan believes a lot depends on their choices hereafter. “We hope to see more of them together in endorsements. I am not sure about films, though, because they are very selective and wouldn’t want to diminish their value as actors,” he says.

However, their skyrocketing fees could come in the way of deals, feels ad guru Prahlad Kakar. “If Sidharth charges Rs. 3 crore and Kiara Rs. 2 crore, why would people want to pay Rs. 5-6 crore to get them together, when they work equally well individually?” he reasons.

Hooked and booked ‘permanently’
Ever since Sidharth Malhotra and Kiara Advani shared their wedding pictures, new information is emerging about the royal affair. Both of them wore Manish Malhotra’s outfits for their big day, with Advani opting for a customized kaleeras, which symbolized their love story, with a special dedication to Malhotra’s late dog Oscar, and their favourite travel destination. Some reports suggest that Malhotra touched Advani’s feet after taking the nuptial vows. Now, reports suggest, they will be hosting a reception in Delhi on February 9 for their close friends and relatives, and then another for their Bollywood fam on February 12 in Mumbai.

Aamir Khan takes a break; experts analyze if such moves impact an actor’s career and stardom

BREAK KE
BAAD: STARS
TAKE TIMEOUT
In light of Aamir Khan’s decision to take a break from acting, we ask experts if such moves impact an actor’s career and stardom
Rishabh Suri (HINDUSTAN TIMES; November 17, 2022)

Aamir Khan’s announcement of a one-and-a-half-year hiatus from acting must have sent his fans into a frenzy. Before him, Shah Rukh Khan, too, had taken a five-year break, albeit unannounced, after his ambitious VFX spectacle Zero (2018) didn’t meet expectations. The actor is set to return with a bang in 2023 with three biggies — Pathaan, Jawaan and Dunki.

What effect does it have on the industry when top stars like them decide to take a break? Does it ever reach a point where it could affect their stardom or career? Experts weigh in.

STARS LIKE THEM ARE DIFFICULT TO FIND
Filmmaker Kunal Kohli, who directed Aamir in Fanaa (2006), says, “As a friend of Aamir, I have always told him he should not do one film in two to three years, but one per year. Talents like his and SRK’s are so rare that one really misses them on screen. Of course, it’s a huge creative loss. I hope Aamir comes back soon.”

In the past, actors such as Amitabh Bachchan and (late) Vinod Khanna took breaks from their acting careers. The former announced it in 1992, to spend time with his family, and returned with Mrityudata (1997) after five years. Khanna left films at his peak to spend time at Osho’s ashram.

However, trade analyst Taran Adarsh supports decisions like these: “Life is not just about running from one studio to another; it’s important to slow down and analyze.”

BUT, IT IS THE OTT ERA!
What might have worked in the favour of stars earlier could have been the fact that there was no social media, and movies were the primary source of entertainment. Today, there’s OTT, and stars are much more accessible. Still, trade expert Joginder Tuteja reasons: “Aamir has only seen one major flop in recent times, Laal Singh Chaddha. Thugs Of Hindostan (2018) was a flop, but it still grossed Rs. 150 crores, which was a record for Hindi films at the time. You’re forgetting actor Rajinikanth; he comes out with a big film every two to three years. Even actor Salman Khan is not doing as many films as he used to do.”

Is Indian cinema getting obsessed with VFX?

IS INDIAN
CINEMA GETTING
OBSESSED
WITH VFX?
Industry experts ponder if the craze for visual effects is compromising other aspects of films
Syeda Eba Fatima (HINDUSTAN TIMES; October 7, 2022)

What’s the deal with movies nowadays being high on VFX and CGI and low on plots? That’s the question cinephiles are raising after watching Ayan Mukerji’s Brahmastra and the teaser of Adipurush. Moreover, it’s also being reported that there are several projects, including Ram Setu, Ramayana, Krrish 4, among others, which are likely to be high on VFX too. We asked industry experts to weigh in on this new phenomenon.

Trade expert Joginder Tuteja explains that every “filmmaker wants something out-of-the-box to pull audiences to theatres. That’s why when it comes to cinematic experience, most of them are focusing on VFX nowadays”.

He adds, “Gone are those days when you could release mid-budget, mid-scale films with constrained visuals.”

In response to the criticism that VFX is being used as a marketing tool to promote films, trade analyst Atul Mohan says, “content is king, marketing is queen”. He says, “Brahmastra was a great example of this. They were the first ones to make a movie that was high on VFX and never had been attempted before in India. And there is no harm in using that for marketing. You have seen several movies featuring Ranbir Kapoor and Alia Bhatt, but VFX was the film’s USP.”

Film critic and trade analyst Komal Nahta notes, “What’s going wrong is not the promotion, but fringe elements creating controversies around any and every film. These days, it has become fashionable to criticize. Content is important, but VFX aisa hai, ye character waisa dikhta hai, ye galat hai, ye sahi hai. Who are you to pass those judgments?”

Whereas, Tuteja feels not just audiences, but even filmmakers go overboard discussing these elements, and that’s where they go wrong when they disclose the film’s budget and create unwarranted pressure on the stakeholders. “Instead, go ahead, make a movie and release it. You talk so much about it and people start expecting the moon, and when the results are not on the same line, disappointment follows,” he elaborates.

That being said, tech advancements in cinema are only a welcome change, but an excess of everything is bad. Abhishek De, creative director, FutureWorks, shares, “Films like Brahmastra and Adipurush need VFX. One is a period piece, while the other features mythological characters that cannot be created without the use of visual effects. When you talk about Ram Setu, you cannot create a set like that and shoot people walking on it. However, how you do it is the vision and job of the creative team.”

Bhool Bhulaiyaa 2 is a blockbuster; Kartik Aaryan emerges as the Shehzada of Bollywood

THE SUCCESS STORY OF KARTIK AARYAN

With the success of his latest release and his popularity among the masses, Kartik Aaryan has become one of the most bankable actors in India
HINDUSTAN TIMES (June 23, 2022)

Kartik Aaryan is the young superstar who’s currently reigning at the box office and remains unstoppable, which makes his journey to superstardom meteoric. His recent release, Bhool Bhulaiyaa 2, went on to do what other big-ticket entertainers couldn’t. It became the first Bollywood blockbuster and biggest opener after the pandemic, giving the Hindi film industry much-needed respite.

Aaryan proved to be a saviour at the box office, as Bhool Bhulaiyaa 2 also elbowed out some of the biggest superstars’ films that released during the hassle-free pre-pandemic time. The success of the horror-comedy is testimony to Aaryan’s bankability as an actor and his unmatched popularity with the masses across the country. At a time when the Hindi film industry was desperately seeking to revive its pre-pandemic glory and with the outstanding success of films from the south film industries, Aaryan brought audiences back to the theatres with the blockbuster.

The record-breaking success of the film has cemented the actor’s position in the top league of Bollywood superstars. Commenting on Aaryan’s contribution in the success of Bhool Bhulaiyaa 2, critic and trade analyst Taran Adarsh says, “Bhool Bhulaiyaa 2 is a major success at the box office and one of the prime reasons for that is Kartik Aaryan. A combination [of several factors] led to the film’s success, including the music, the fact that horror and comedy have been integrated well in the film, the way the screenplay has been woven, and most importantly, Kartik’s presence and the way he’s performed in the film. While stepping into another actor’s shoes, in this case Akshay Kumar, who was an integral part of Bhool Bhulaiyaa (2007), the comparisons were obvious. But Kartik surprised everyone with his performance. That’s what worked in his favour.”

He adds, “The fact that he enjoys a tremendous following, not just among women, but also family audiences and the youth, helped the film get a fantastic opening. It’s unbelievable how BB2 is doing tremendous business at the box office even after a month.”

Going by the actor’s track record, it’s also evident how he has never disappointed as far as box-office numbers are concerned and has always been a bankable star, says trade expert Joginder Tuteja. He continues, “It’s not just a splash in the pan. It’s not like Kartik Aaryan came and suddenly delivered a hit and is a saviour. If you look at his films, you’ll notice how he has been extremely consistent at the box office. While Love Aaj Kal (2020) got one of the biggest openings of 2020, his film, Sonu Ki Titu Ke Sweety (2018) crossed Rs. 100 crore. Luka Chuppi and Pati Patni Aur Woh (both 2019) were also superhits on the big screen. So, out of his last five movies, he has delivered four big hits and that pretty much establishes that he’s a superstar. He is finding love among family audiences, youth as well as kids.”

Industry experts also point out how Aaryan is a self-made superstar. They reiterate that the actor entered the film industry with a bag full of Bollywood dreams, no connections, no godfather or any big banners to back him.

What makes his success story even more distinct is the fact that the hit films of his contemporaries were a combination of celebrated filmmakers, significant marketing campaigns, bigger banners and equally prominent co-stars and several other elements that gave impetus to the success of these films. Whereas Kartik’s hits have been with debutante directors. Even the very recent Bhool Bhulaiyaa 2 can be counted in that category as it was filmmaker Anees Bazmee’s first directorial venture after a sabbatical.

Adarsh adds, “Kartik Aaryan comes without baggage of a godfather or a father who’s a producer or a financier or someone who is connected to films. He is a self-made star and that’s what people like about this guy. He’s played his character in Bhool Bhulaiyaa 2 with complete conviction, and if you look at his career graph, he’s played different kinds of roles and delivered versatile performances over the years and most of his films have done very well at the box office. I think this is just the beginning and Kartik is going to taste bigger success in times to come.”

The actor has truly proved to be a dark horse and a talent to reckon with. Once an outsider, but today among the most sought-after names in the Hindi film industry, Aaryan has an exciting lineup of films ahead with Shehzada, Freddy, Captain India and Sajid Nadiadwala’s untitled next.

Tuteja goes on, “With the success of Bhool Bhulaiyaa 2, it is apparent that Kartik Aaryan has consolidated his position in the top league, and with Shehzada coming in now, I’m pretty positive that it’s going to be another big one for the actor! Kartik Aaryan is likely to further reaffirm his super stardom.”

THE SUCCESS STORY OF KARTIK AARYAN
Kartik Aaryan is all smiles amid kids during a special screening of Bhool Bhulaiyaa 2 for an NGO photos: htbs

Bollywood stares at big losses amid Covid-19 surge

Experts on how the box-office collection has nosedived and why things continue to look bleak
Sugandha Rawal (HINDUSTAN TIMES; January 17, 2022)

From film releases to shoot plans — the surge in Coronavirus cases has forced Bollywood to press the pause button on multiple things, again. The entertainment industry is now staring at mounting financial losses, running in hundreds of crores. “Every quarter, at least Rs. 1,000 crore is being lost in terms of box-office revenue. Typically, in a year, more than Rs. 4,000 crore comes from the box office. We are losing money every month,” says trade expert Joginder Tuteja.

“In terms of box-office numbers, we are looking at over Rs. 1,500 crore losses in the first quarter itself. Due to the crisis, the festive weekends of the first month of the year are lost,” says producer and trade expert Girish Johar.

Actor Shahid Kapoor’s Jersey was the first film to get delayed due to the rise in the number of Covid-19 cases in December, 2021. Since then, films like RRR, Radhe Shyam and Prithviraj have been pushed. Outdoor schedules of films such as Merry Christmas, Pathan, Tiger 3, Liger and Rocky Aur Rani Ki Prem Kahani, have also been affected.

Shibasish Sarkar, producer and former CEO, Reliance Entertainment, says, “Back in 2019, we used to look at business worth hundreds of crores, but those numbers have lost relevance now. The numbers have nosedived in the last two years. So, we try to look at it from a period basis, and the first quarter has gone. We have to hope that things start rolling from April.”

The restrictions in Mumbai and across most parts of India are hurting the production as well as distribution of the film business. “Most films which were currently shooting have had to cancel and postpone their schedules, resulting in cost escalation. It’s going to be a herculean task for these films to deliver in the given timelines,” rues producer Amar Butala, who is backing the film, Mission Majnu.

Director Anees Bazmee shares, “We have seen huge losses till now aur agar aise chalega, toh aur (losses) honge. It’s been happening continuously, bahut zyada bada setback hai.”

Jehil Thakkar, leader at media and entertainment, Deloitte India, mentions, “There’s a big loss in terms of working capital cash flows. Also, the major outdoor schedules are cancelled, and they are the high cost ones. The loss would be hundreds of crores. But nobody has an exact figure.”

Covid-19 grips Bollywood; what’s at stake?

A rise in Coronavirus cases in B-Town pulls the plug on film releases and shoots, leaving the industry in stress
Rishabh Suri (HINDUSTAN TIMES; January 5, 2022)

It’s back — the uncertainty, coupled with financial losses amid what is being touted as the third wave of Coronavirus. Celebs such as John Abraham, Ekta Kapoor, Delnaaz Irani, Drashti Dhami, Sumona Chakravarti and Prem Chopra have tested positive and film releases have been pushed, including that of RRR and Jersey.

As expected, people from the film industry are worried about the movies that are currently in various stages of production. According to reports, a few crew members tested positive on the set of actor Deepika Padukone’s Gehraiyaan, and as per rule, the shoot had to be stalled.

Trade expert Atul Mohan says everyone will be on the back foot now. “This will instil fear in actors to not go out and shoot for at least 10-15 days. There has been a sudden rise in cases and the economic repercussions will be there. Jersey got affected, and now, the entire year’s calendar will get disturbed. More states are going to shut down theatres,” he reasons.

We have learnt that the trailer launch of Gehraiyaan, which was supposed to take place in Alibaug, Maharashtra, has been cancelled, too. Also, a concert that was planned in Mumbai for Prabhas’ Radhe Shyam has been called off.

Producer Anand Pandit, who has a film, Thank God, coming up, says looking at the soaring number of cases in Bollywood, things seen to have gone out of control: “Fortunately, my production is complete. The film’s last day of shoot was two days ago and the rest of the work starts in March, so we will wait and watch. But, production is going to be severely impacted for everyone else.”

The atmosphere on the sets has also become fearful. Ravi Sarin, line producer for several films and web projects in Delhi, says the crew members have been sent home and all work has stopped. “We can’t shoot anything with just 20 people on set, so everything has been cancelled,” he says.

Trade analyst Joginder Tuteja says that things will need to be watched for at least a couple of months. “It’s not just the film industry; even the common man is prepared for such ups and downs now. There’s no uncertainty like the first wave. [I am sure] this wave will subside soon and we will be able to bounce back,” he ends.

Sooryavanshi will be the first big release with reopening of theatres in Maharashtra

Blockbuster festive season

Rachana Dubey (BOMBAY TIMES; September 27, 2021)

On Saturday evening, Dr. Jayantilal Gada of Pen Studios and director-producer Rohit Shetty met the Chief Minister of Maharashtra, Uddhav Thackeray to discuss the reopening of the theatres across the state. The meeting was held in Mumbai, with Kamal Gianchandani (President of Multiplex Association of India & CEO, PVR Pictures), Alok Tandon (CEO, Inox Leisure Ltd), Devang Sampat (CEO, Cinepolis India), and Kunal Sawhney (Chief Operating Officer - Carnival Cinemas) in attendance, where the CM assured that theatres will resume work from October 22 and the Standard Operating Procedures (SOPs) will be shared soon.

An hour or two later, Rohit and Akshay Kumar announced that their policewala drama, Sooryavanshi, will finally release on Diwali this year. In an interview with BT a few weeks ago, Akshay had said, “Even I want to see Sooryavanshi on the big screen. As for the audience and my fans, I’m really grateful to them who, despite waiting for so long, are still waiting and they keep asking for updates on its release.”

Talking about the latest developments which come as a huge relief for the film industry and theatre owners, Kamal Gianchandani said, “It’s delightful that our CM allowed cinemas to reopen from October 22. In our business parlance, a couple of regions together are called the Bombay Territory, one of the largest contributors to a film’s box office, especially if it’s a Hindi film.”

Kamal Gianchandani added, “For a large number of Hindi films to release, it was crucial to have theatres in Mumbai and the rest of Maharashtra running. The announcement by the CM in a very direct way has pushed the business on the road to recovery. We have also been in touch with several producers and from the vantage point that I see this, we’re looking at a very busy six months, starting with Sooryavanshi’s release around Diwali. It gives us a head start. It will be one of the busiest times we have seen in our business. After going through two shut downs and phased reopenings, we, as a team of professionals, are ready to welcome the audience back in.”

About a year ago, when Bombay Times had hosted a video panel discussion with industry stakeholders in the film business, Sooryavanshi opening on a festive weekend was suggested as the right step forward whenever the theatres opened. Akshaye Rathi from Saroj Cinemas, who had strongly supported this suggestion, says, “Over a period of time, we have seen business come back to glory when producers have put forth a commendable commercial outing. Whether it’s Master in the South or Puaada in Punjab... when a sector comes back to business, it needs to shout from rooftops about it. Even though we had some decent films running in cinemas when we reopened briefly last year, the audience sent a clear message that the films were not exciting enough to pull them back in. Sooryavanshi is the breakout film that will push the consumption cycle rolling. With Diwali already booked, we will have many big films queueing up all the way up to the end of January, 2022. The industry was waiting for theatres in Maharashtra to open.”

The list of films awaiting theatrical runs includes Ranveer Singh’s '83 and Jayeshbhai Jordar, Akshay Kumar’s Prithviraj, Saif Ali Khan and Rani Mukerji’s Bunty Aur Babli 2, John Abraham’s Attack and Satyameva Jayate 2, and Aamir Khan’s Laal Singh Chaddha among several others. While going to press, director Kabir Khan announced that 83 would release on Christmas 2021 while Aamir Khan’s Laal Singh Chaddha would release on Valentine’s Day 2022.

Manoj Desai, who operates the G7 and Maratha Mandir theatres in Mumbai, cautions, “Yes, we are happy that finally we also can open our theatres and welcome the audience in, but all these dates have no relevance till we don’t see the SOPs. There are very big films in the pipeline, starting with Sooryavanshi and we are hopeful that we will have big numbers to report when the film releases. The big question is: how many people and in what way will I be allowed to seat in my theatres.”
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Industry and theatres gear up for re-opening of cinemas from October 22, with plea for GST removal; ticket prices unlikely to go up
Mohar Basu, Uma Ramasubramanian (MID-DAY; September 27, 2021)

It’s finally showtime in Maharashtra after seven months of theatre shutdown. On Saturday evening, Chief Minister Uddhav Thackeray announced that cinemas across the state would reopen from October 22. The decision came in the wake of an exhaustive meeting that was headed by Thackeray. The meeting was attended by filmmaker Rohit Shetty, PVR Pictures CEO Kamal Gianchandani, Inox Leisure Ltd CEO Alok Tandon, Carnival Cinemas CEO Kunal Sawhney, and Dr Jayantilal Gada of Pen Studios, among others.

With the news, a wave of cheer erupted among the exhibitors who have been bleeding dry since the first shutdown in March 2020. Soon, Shetty announced that his Akshay Kumar-led Sooryavanshi — that has been waiting in the wings since early 2020 — would finally hit the marquee this Diwali. That was cue enough for Bollywood to bring out its big guns. Ranveer Singh’s sports drama 83 booked the Christmas window while Shahid Kapoor promised to arrive a week later with Jersey.

Producer Aditya Chopra lined up four releases — while Bunty Aur Babli 2 will be a November 19 offering, Kumar’s Prithviraj locked January 21, followed by Jayeshbhai Jordaar on February 25 and Ranbir Kapoor’s Shamshera on March 18, 2022. Ahan Shetty’s debut vehicle Tadap will be big-screen bound on December 3, and Kumar’s Bachchan Pandey on March 4, 2022. Aamir Khan’s Laal Singh Chaddha will now be a Valentine’s Day 2022 fare.

Producer Anand Pandit, whose Chehre recently had a big-screen outing despite the shutdown in the Maharashtra circuit, is excited about the “blockbuster Diwali”. He notes that filmmakers have wisely spaced out the releases so as to not eat into each other’s business. “I am glad that the government, in its wisdom, decided to reopen theatres. The industry needs this revival. I don’t see too many clashes since the industry understands that the return of audiences might be slow, and it would be best to avoid a situation where the [footfall] gets divided.”

Pandit will soon lock the release date of Thank God, starring Ajay Devgn, Sidharth Malhotra and Rakul Preet Singh.

On the ground level, theatre owners are awaiting the Standard Operating Procedures (SOPs) from the CM’s office. But they are relieved that the government finally took action on their multiple appeals to reopen cinemas. In their last letter, the Multiplex Association of India (MAoI) had reportedly stated that the exhibition sector lost almost Rs 4,800 crore since March 2020.

Manoj Desai, executive director of G7 multiplex and Maratha Mandir, says, “Theatres may start with 50 per cent occupancy, with only fully vaccinated people allowed. Few theatres are also considering appealing for [the removal of] GST.”

He adds that ticket prices can be determined once the safety protocols have been announced. “It’s not the right time to increase the ticket rates, because people should be willing to come to theatres in the first place.”
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Sugandha Rawal (HINDUSTAN TIMES; September 27, 2021)

With cinemas reopening in Maharashtra from October 22, the film industry is all set to light up some sparks at the box office.

Filmmaker Rohit Shetty has already announced the arrival of the Akshay Kumar-starrer Sooryavanshi on Diwali. The film that has been awaiting release since March 2020 will fight it out at the box office with Marvel’s superheroes from Eternals and Rajinikanth’s Annaatthe.

“It’ll be a big-screen Diwali. The industry needs this revival,” shares producer Anand Pandit, while producer Amar Butala points out, “Sooryavanshi’s release will ensure this year ends on a positive note for Bollywood.”

According to trade experts, it will be “first in, first out format”, with films that are ready for a long time open in theatres first. “With so much backlog, at least two films will release every week,” notes trade expert Komal Nahta. There’s a growing sentiment in filmmakers to stand in solidarity with Shetty and not release their films alongside his.

Producer Girish Johar says, “The team has waited patiently and the film has all it takes to revive the box-office.”

For some, avoiding clashes for the next six months is a strategic move. “Or else it’ll only divide the audience in the theatres, when many are still running with 50% occupancy,” asserts expert Atul Mohan.

But sharing a different view, trade expert Joginder Tuteja opines, “I don’t think anyone with ₹50 crore stuck will want to wait.”

Director Anees Bazmee agrees and says, “Normally, clashes should be avoided, but people are desperate to release their films now. They will try to make the most of Diwali.”

Theatre owners are breathing a sigh of relief after months. Manoj Desai, executive director of Mumbai’s G7 Multiplex (Gaiety Galaxy) and Maratha Mandir, says, “We’re waiting to hear for the safety protocols, and raring to go.”

Announcements galore in Bollywood
While the release date for Sooryavanshi was announced on the same day when the news of theatres reopening came, yesterday, many directors announce their film releases. Ranveer Singh’s ’83 is set for a Christmas 2021 release and Aamir Khan’s Laal Singh Chaddha, which was originally slated to hit the theatres around Christmas, will now release around Valentine’s Day 2022. Shahid Kapoor’s Jersey will release on Dec 31. The release dates for four films from Aditya Chopra’s production house have also been declared. While Bunty Aur Babli 2 will release on November 19, 2021, Akshay Kumar’s Prithviraj is set for January 21, 2022. Jayeshbhai Jordar, starring Ranveer and Shamshera featuring Ranbir Kapoor will release on February 25 and March 18, 2022, respectively. Producer Sajid Nadiadwala’s film Tadap will be out on December 3 and Bachchan Pandey on March 4, 2022. Tiger Shroff’s Heropanti 2 releases on May 6, 2022. 

Akshay Kumar’s BellBottom has spelled cheer, say cinema hall owners


Sugandha Rawal (HINDUSTAN TIMES; September 1, 2021)

Considering the theatres are still running in limited capacity, or even shut in some places, the release of Akshay Kumar’s BellBottom was a huge risk. However, the gamble has paid off well, with the film spinning the box-office wheel in the right direction, paving the path for big screen revival.

As the first big Hindi film to release theatrically after the pandemic slump, it has brought hope and confidence among theatre owners. “This step by Akshay Kumar, (producers) Vashu and Jackky Bhagnani will be seen as a groundbreaking one. It helped revive the cinema exhibition business. The film is holding strong in the second week,” shares Kamal Gianchandani, CEO of PVR Pictures and president of the Multiplex Association of India (MAI).

Theatre owners were eagerly waiting for the magic of the big screen to be back. “We’re glad that Akshay kicked off this recovery process. We hope that the momentum built by the fantastic response to BellBottom would mark the onset of our revival,” asserts Rajender Singh Jyala, chief programming officer, INOX Leisure Ltd.

Co-starring Vaani Kapoor, Lara Dutta Bhupathi and Huma S Qureshi, the Ranjit M Tewari directorial, produced by Pooja Entertainment, released on August 19. BellBottom is inching close to ₹30 crore in India, with business growing overseas as well, especially in the UK and North America.

Trade expert Joginder Tuteja hails the team for their decision to look at the larger picture of course correction, instead of profits. “The film comes with a potential to cross ₹150 crore, and the producers knew that they wouldn’t be able to reach that mark with all the restrictions. Yet, they took the risk,” he says.

BellBottom’s growing collections are likely to encourage other production houses and exhibitors as well. “When good content comes to a cinema hall, collections follow. The film’s second Sunday collection was the same as the first Sunday. It instills confidence in the exhibition sector,” says Devang Sampat, CEO, Cinepolis.

The success of the film is also trickling down to single screens, too. Raj Kumar Mehrotra, general manager at Delhi’s Delite Cinema, shares, “The film had packed shows this weekend. All the safety precautions are being followed.” Officials from Rajmandir Cinema, Jaipur, thanked the team on Twitter for choosing a big-screen release.

In South India, trade guru Sreedhar Pillai from Chennai tells us, “The film had houseful shows in the first week itself. Akshay Kumar ne bahut confidence se apni film theatres ko di. It’s a great beginning.”

Now, theatre owners in Maharashtra are waiting for the green signal to bring life back into cinema halls. “Looking at this success story, we want theatres to open in our state as well,” says Arvind Chaphalkar from Pune’s City Pride multiplexes. Manoj Desai, executive director of Mumbai’s G7 Multiplex (Gaiety Galaxy) and Maratha Mandir Cinema, adds, “Hum bol bol ke thak chuke hain. We hope we’re allowed to open with 50% capacity.”

THEATRE EMPLOYEES REJOICE
Alongside cinema owners, even the employees are happy with the positivity that BellBottom has brought about. Galib Khan, ticket counter official, JP Cinemas, Madhya Pradesh, says, “Kaam ki bahut shortage chal rahi thi. Now, with BellBottom reviving business, we can expect regular income.”

Satish Gole, cinema manager at a single-screen theatre in Delhi, says, that it’s because of the efforts of the film’s team that people aren’t hesitant to step out of their home to watch a film on the big screen now. “It’s a good sign for the theatres and company, which helps us, the employees, as well,” he says.

Big Hindi film announcements: Is it risky or a relief?


While uncertainty looms large, trade experts see better days ahead after filmmakers announce new projects
Sugandha Rawal (HINDUSTAN TIMES; July 10, 2021)

With the growing list of film announcements — Karan Johar’s Rocky Aur Rani Ki Prem Kahani being the latest entrant — one wonders the reason behind it. More so because many projects, including Fighter, Bellbottom, Liger and several others, are suffering from the pandemic-induced delays.

According to industry experts, there’s a potential risk, but it also instills confidence that the industry is ready to bounce back, pull the audience to the theatres. “When established filmmakers and actors, go ahead and announce films, it gives a clear indication that the market is on its way to revival,” says trade expert Joginder Tuteja, appreciating actor Akshay Kumar for not only announcing several films, but completing many.

While the trade and film industry is optimistic that once the theatres reopen, audiences will come in, Tuteja adds, “It also debunks the theory that post lockdown, the audience will only go to OTT.”

Along with KJo’s project, Kartik Aaryan’s yet to be titled love story, Rakul Preet Singh’s upcoming project, C Sankaran Nair biopic, Saroj Khan biopic and a film on athlete Pinki Pramanik have also been announced. Trade expert and producer Girish Johar says this is an indication that makers are just waiting for the word, action. “Since all plans are in place they’ll not waste time when things get better, and get to work,” he says.

Trade expert Taran Adarsh is also optimistic about new developments, as he puts it: “Ek khushi ki lehar aa gai hai.” “These are all big films and they are targeting cinema halls, which means not all is lost. In a gloomy scenario, announcements like these rejuvenate the industry.”

When it comes to risk, Tuteja says it’s divided and makers are being cautious. “Yash Raj Films, isn’t going ahead with ₹2000 crore movies with big stars. And Karan has just announced one project. So, they’re being realistic,” he concludes.

Many films have taken the step to bring audiences back to theatres


Rishabh Suri (HINDUSTAN TIMES; February 21, 2021)

Amitabh Bachchan has just announced Jhund’s release date as June 18. Ayushmann Khurrana’s Chandigarh Kare Aashiqui is set for July 9. Akshay Kumar’s Prithviraj, Atrangi Re, and other big-budget films all recently confirmed their release dates, proving that Bollywood is ready to emerge from the shadow cast by the pandemic.

Producer Bhushan Kumar, who has announced release dates of five films — Satyameva Jayate 2, Chandigarh Kare Aashiqui, Atrangi Re, Jhund and Luv Ranjan’s untitled next — says, “With producers and theatre owners supporting each other, many of us have decided to release our films in theatres. We, as a studio, and my partner producers, definitely feel it is important to release big films to get our audiences to theatres and support the industry. We will announce a few other films in the coming days.”

The trade is happy with the developments. Trade analyst Joginder Tuteja says it was time, as the South film industry has shown how releasing in theatres is safe. “When big films come, smaller and medium-budget films follow. This will have a domino effect, you can expect at least 24 films to be announced in the next week,” he says.

Pointing out why Hindi films didn’t do so sooner, he adds, “In the South, they have to take care of their region. Pan-India this takes time. They have to see whether states have opened theatres or not, as they release on more than 4,000 screens. Regional films get a 1,000 and are done, so we can’t blame Bollywood.”

Shibasish Sarkar, Reliance Entertainment, which is behind Sooryavanshi and ’83, says, “All big stars have announced their films, it basically means producers are getting the confidence that if we release films, audiences will come to theatres.”

THEATRES’ TAKE
Devang Sampat, Cinepolis India, says theatres are ready to welcome patrons with this barrage of releases. “It was always a matter of who will take the first step, and after seeing what happened in the South, where big-budget films like Master, and even small budget films did well. The latter was not expected, and the numbers were encouraging,” he says.

Echoing similar sentiments is Rajender Jyala, INOX Leisure, who says, “We are ready and complying with all standard operating procedures given by the central and state governments. Today, barring Maharashtra, Rajasthan, Jharkhand and Kerala, all states are operating at 100% capacity. We are happy and excited for 2021 now.”

COMING UP IN 2021

Roohi: March 11

Sandeep Aur Pinky Faraar: March 19

Sooryavanshi: April 2

Bunty Aur Babli 2: April 23

Bellbottom: May 28

’83: June 4

Jhund: June 18

Shamshera: June 25

Shershaah: July 2

Chandigarh Kare Aashiqui: July 9

Atrangi Re: August 6

Jayeshbhai Jordaar: August 27

Prithviraj: November 5

Films have booked festive dates for their releases but will things change as the D-day comes closer?

Rishabh Suri (HINDUSTAN TIMES; February 13, 2021)

Festive season has always translated into the release of big-budget movies in Bollywood. And after waiting for almost a year owing to the pandemic, it seems that actors and makers want to make the best of everything.

The year 2021 has some festivals already booked at the box office — John Abraham and Salman Khan have chosen Eid for Satyameva Jayate 2 (SMJ2) and Radhe: Your Most Wanted Bhai, while Akshay Kumar will come out with Raksha Bandhan on Diwali. He has also booked Republic Day 2022 for Bachchan Pandey.

Is blocking festivals so much in advance a wise decision? Reliance Entertainment CEO Shibasish Sarkar sees no harm in this. He explains, “Since the last two-three months, shoots have been on, and top stars have all been working. So, producers will start looking for dates. Once the floodgates are opened, everyone will try to look for a release.”

FESTIVE BONANZA
Aamir Khan has lined up Laal Singh Chaddha for Christmas 2021. Ajay Devgn’s Maidaan and RRR recently created headlines, with the former’s producer Boney Kapoor miffed with the latter’s director S S Rajamouli for announcing the same Dussehra release date.

Milap Milan Zaveri, director of SMJ2, says, “Our film is the perfect recipe for a festive occasion. This Eid, audiences who have been starved of entertainment will rush to cinemas.”

Echoing similar sentiments is the producer of SMJ2, Bhushan Kumar. “Eid will be a perfect date to celebrate the massy cinema we plan to give our audience,” he says.

NO SENSE in early film announcements?
Exhibitor Akshaye Rathi feels early announcements beyond a point don’t make sense. He reasons, “This year, Diwali is set to see five releases. I’m more than willing to bet my right arm that all five won’t release come what may, irrespective of how conducive a scenario it is.”

He feels that makers should focus on completing the films first. “Rather than cutting a sorry figure by announcing a release date and then moving away from it, they should complete the film,” Rathi says.

Experts, however, don’t negate how festive releases make a difference to revenue altogether. Trade analyst Joginder Tuteja says, “Since there’s a certain backlog, it’s all the more important to block a festival date. If one superstar doesn’t block a date, someone else will.”

Shoots to resume across India; industry relieved

Filmmakers welcome SOPs, gear up to shoot across the country
Rishabh Suri (HINDUSTAN TIMES; August 25, 2020)

In a relief for the industry, Union information and broadcasting minister Prakash Javadekar announced on Sunday that all film and television shoots across the country can resume, along with a set of Standard Operating Procedures (SOPs) in place. While shoots had resumed in the main hub of Bollywood, Maharashtra, and in some other parts of the country such as Kolkata, pan-India shoots hadn’t been allowed until now.

SOPs range from only actors facing the camera being exempted from wearing face masks, to ensuring visitors or audiences are barred on sets.

Ashoke Pandit, chief advisor, Federation of Western India Cine Employees (FWICE) welcomes this move. “Now we can go to any state and shoot. It’s not only job opportunities for our industry, but everyone related to shooting,” he says, adding the SOPs are similar to what had been in effect for Maharashtra.

Filmmakers are happy too. Vinil Mathew, who is directing Taapsee Pannu-starrer Haseen Dillruba, says, “While it’s good to have official endorsement, as it will be a guidance for the crews, it all boils down to where you want to shoot, the municipality will decide. We are planning to get on floors in October.”

Echoing similar sentiments is Sabbir Khan, who is helming Nikamma starring Shilpa Shetty Kundra. He says, “SOPs being issued is a great sign. I will probably resume my shoot after the monsoon. I have four-five days of outdoor shoot left.”

The ease to shoot across different locations seems to be a common point of connect. J D Majethia, chairman, Indian Film and TV Producers Council (IFTPC) and producer of the show Bhakarwadi says, “The smallest of things have been kept in mind in these SOPs. Films and web series will benefit a lot, TV was carrying on shoots in a controlled environment.” Agrees trade analyst Joginder Tuteja, who says, “Shooting is needed not just for films which have to come to theatres, but also those planning to come on OTT. We don’t know when theatres will reopen, but atleast those OTT films can resume, or those who have 10-15 days of shoot left.”
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Insiders feel daily wage earners will benefit most from the move
Prashant Singh (HINDUSTAN TIMES; August 25, 2020)

The Coronavirus lockdown has had an adverse impact on everyone, including the showbiz world. And daily wage crew members — such as spot boys, carpenters, tailors and drivers etc. — have been hit hardest. But now, as the Ministry of Information and Broadcasting greenlights shoots with guidelines, the fraternity has welcomed the move, adding it will have an immediate and direct positive impact on daily wagers.

“It has been five months since the lockdown started (on March 25). Do you think it has been easy for people? Not at all,” says filmmaker Nikkhil Advani, who has multiple projects readying to go on the floors now. In fact, last week, when Advani held rehearsals at Film City for Kaashvie Nair’s film (his next production starring Arjun Kapoor and Rakul Preet Singh), a few crew members came up to thank him. “They were like, ‘It’s becoming difficult to keep up with the expenses with every passing day.’ Remember actors, directors or producers can survive this lockdown, but for daily-wagers, it’s an everyday earning,” he says.

Many feel while daily wage crew members will directly benefit, the ministry’s move will impact the entire ecosystem of the film and TV industry. “Of course, the daily wagers stand to benefit from work resuming in full flow. But we also have many actors, especially in the TV world, who work on daily-wage basis. And none of them had earned a penny till TV shows restarted shoot in June. The great thing is now we can look at shooting anywhere in the country,” says Amit Behl, senior joint secretary and chairperson of CINTAA.

Director Anees Bazmee, on his part, feels that a longer lockdown can make things “tougher for many”. “We (filmmakers and actors etc.) have had no issues (due to the lockdown) but the daily wagers have had a really tough time. Unke liye toh roz ki kamaai hoti hai,” says the Welcome (2007) maker, adding: “Ek filmmaker ya actor sirf shauq ke liye bhi film kar sakta hai par for them, it’s their only source of income. Agar yeh kaam nahi hoga toh shayad bahuton ke ghar chulhe bhi nahi jalenge,”

Bellbottom, Laal Singh Chaddha: Producers are opting for foreign locations to complete their pending films


As shoots in India seem to be resuming slowly, producers are opting for foreign locations to complete their pending films
Juhi Chakraborty (HINDUSTAN TIMES; August 14, 2020)

While the Coronavirus pandemic upended the film industry badly, it is now in restart mode with several productions trying to resume shoots. Recently, the cast and crew of Bellbottom, including Akshay Kumar, Huma S Qureshi, headed to the UK to kick-start the shoot, while Aamir Khan is in Turkey for the shoot of Laal Singh Chaddha. This could very well be a signal that in order to restart work, more such shooting schedules might move out of the country given the current situation in India.

Admitting that the decision of shifting Laal Singh Chaddha’s shooting location was a result of the situation, producer, Ajit Andhare, Chief Operating Officer Viacom18 Studios, says, “Our production plans were very different and we had to recast them and that’s why we have a fresh production schedule and release date.”

While many productions have resumed in the country at present, Andhare feels that it is still very challenging in terms of what happens when people contract the virus. He adds, “What these overseas places provide is a far better control and better planning of what you are able to do on a shoot.”

“Shooting in the country would require permissions from various states and that could be a hassle. There are many countries that would be extending invites for shoots to many Bollywood films and many more films will head out,” feels trade analyst Atul Mohan.

“The shoot of Salman Khan’s Radhe is pending and they might make some alterations in the script and also find a suitable country and location to shoot. If situation is not favourable in the country, why waste time here,” Mohan says, adding that at least this way, filmmakers can keep their projects ready for when theatres reopen.

Shifting of shooting locations would also depend on the story of the film. “If some countries have opened up totally, then of course, shoots can move to those places. But it would all depend on the story. There are some films which have to be shot in the country if they are heartland-based stories,” says Shibasish Sarkar, CEO, Reliance Entertainment.

There are other countries, too, where a lot of Bollywood productions can move shoot to, including Australia and New Zealand, along with Europe. “Shooting overseas becomes economical as there are a lot of subsidies given. I’m sure many European countries will be welcoming film crews. Even films that have a budget of ₹10 to 20 crores, will end up saving 15- 20% by shooting abroad” says trade expert Joginder Tuteja.

Bellbottom co-producer Monisha Advani says that all of Emmay Entertainment’s shoots are happening exactly where they were intended to pre-lockdown. “Bellbottom, was always intended to be shot in the UK and has proceeded as planned. Likewise, we hope to resume our other projects in Mumbai, Rajasthan and Lucknow soon. Prep is on full swing as we mobilise crew members for each of these units,” she says.

Post Galwan Valley attack, Hindi films won't release in China?


As the ‘boycott China’ chorus grows louder, we find out what’s at stake for Hindi films in China
Prashant Singh and Juhi Chakraborty (HINDUSTAN TIMES; June 19, 2020)

Of late, China has emerged as a lucrative market for Hindi films, though it’s still not anywhere near other overseas countries such as US, UK or Europe. PK which released in China in 2015, Dangal in 2017, Secret Superstar, Bajrangi Bhaijaan (BB) and Hindi Medium in 2018 and Andhadhun have had dream run at the China box office.

However, the present situation in eastern Ladakh, where 20 soldiers of the Indian Army were killed in a violent confrontation with Chinese troops in Galwan Valley late on Monday, has posed the question of whether Indian films will cease to release in the neighbouring country.

While Dangal earned a whopping ₹1,908 crore, Secret Superstar raked in ₹874 crore. Likewise, PK made ₹831 crore, even as Andhadhun touched ₹324 crore figure in China, while BB also crossed ₹300 crore mark.

No more number games
Filmmaker Nikkhil Advani refuses to look at the balance sheets. “If 20 of our soldiers have been brutally killed, there’s no question of even talking or thinking about having our films released there, or how much financial losses — miniscule or big — it will entail. Hypothetically, if we are in such a tense situation with a country that contributes in a big way to our overseas film business, will we think of releasing films there? No, I don’t think so,” he says.

Filmmaker Sanjay Gupta, whose Kaabil released recently in China, admits that China is “undoubtedly the fastest growing movie market in the world”. “But Hindi films don’t have a definite market share there yet, with a very negligible business. So, it’s not like we are going to lose out on a huge pie if we skip China,” says Gupta. Exhibitor-distributor Akshaye Rathi puts it in perspective. “It’s a producer’s call. Money-wise, you don’t stand to lose much. So, our filmmakers can skip it,” he says.

A high probability
Film trade expert Amul Vikas Mohan feels that film industry is most likely to take a stand on the matter. “I will be shocked if they don’t. I understand that China is a brand new market, and movies are doing well there. But regardless of the financial aspect, the patriotic feeling is much stronger and that will affect decisions,” he says. Trade analyst Atul Mohan also agrees that when emotions run high in the country, it won’t be business as usual for the film industry.

Not a big blow
Despite the whole monstrosity about the China market, Rathi notes that revenue-wise, not releasing films in China will not make much of a difference to the overall scheme of things.

“China has a policy where they allow only a limited number of foreign language films to release. So, we weren’t looking at the release of more than three to four Indian films there anyway. Plus, the business policies that the Chinese entertainment industry has is such that out of the big money that a film makes, a very small share comes to the producers,” Rathi explains.

The Covid factor
While it indeed is lucrative for Indian filmmakers to release their films directly on 25,000 screens in China, the Coronavirus pandemic has anyway dented that prospect and cast a cloud of uncertainty about theatres opening in such large numbers.

Joginder Tuteja says, “It will take two months for an Indian film to get a clearance for release there. The films which are going to release are anyway old, they will go there, release silently and come back. It won’t make much of an impact,” he shares.

The big rush!
Till now, a number of Hindi films have hit Chinese big screens starting with 3 Idiots and PK among others. Of late, Hindi films like Hichki, Andhadhun, Kaabil and Mom released in the neighbouring country to varying degrees of success. In April, reports suggested that Hrithik Roshan-starrer Super 30 will release in China once the situation becomes ‘normal’ after Coronavirus pandemic. We tried to reach out to Reliance Entertainment Group CEO Shibasish Sarkar about the same, but he refused to comment.