200 crores down the drain!

Approximately 70 films released in the first three months of 2010. “And everyone of them has failed in some way or the other,” says trade expert Komal Nahta. Yes, there were superlatives in place for Ishqiya, My Name is Khan, Well Done Abba and Love Sex Aur Dhokha. However, even these films are just ‘safe’ to commission earners in some centres.
For example, MNIK is the biggest hit in UK.It has also grossed huge numbers in territories like the Middle East and Far East. Overseas, this film could turn out to be Shah Rukh Khan’s biggest hit ever.
However, because the price of acquisition is reportedly prohibitive, it will take time for the film to get into the ‘hit’ bracket. Trade analyst Taran Adarsh is hopeful that by the time the film finishes with its deferred release pattern up till June, it will sail home. “Also the film will fetch a fantastic price on satellite,” says Taran.
Trade consultant Amod Mehra on the other hand says, “No film in the first quarter is a certified hit.” Amod feels breaking even on cost — like Ishqiya and LSD will do — doesn’t qualify them to be called hits. “Unfortunately, Bollywood has been in denial for the longest time,” says Amod. He feels films don’t last in theatres for days, leave alone weeks. “Yet on the Saturday, after the release date, city walls are plastered with hit posters. Obviously people are more interested in pulling wool over the eyes of the junta, rather than making quality content. But like it is said, you can’t fool everyone all the time.”
So what has gone wrong here? Why has Bollywood’s dream factory failed so miserably? “Only films and film people are to be blamed for this terrible state of affairs,” says Komal. “They have become too complacent with the content... and they have failed to curtail costs.”
Taran, on the other hand says, “According to me, five things have gone wrong. Bad content; IPL; high ticket cost; few films have stars with major draws and, Bollywood has its pricing all wrong.” He adds, “Ninety-eight per cent of the films have failed in the first quarter and producers must treat this as a wake up call. If they don’t, Bollywood will be in a black hole.”
A theatre manager from South Mumbai confirms that in the last three months, they haven’t seen houseful boards for a single film. “In fact, there are days when our theatres resemble ghost towns,” says the manager. “We register such few footfalls that it has become impossible for us to make ends meet.”
Follow us on Twitter for more stories