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ek tha tiger


By Kaushik.L.M

Released on August 15th, Yash Raj Films’ Ek Tha Tiger (ETT) is turning out to be a real hurricane at the box-office. According to widespread reports, it just took five days to cross the 100 crores net mark at the Indian box-office.

The first day was a huge record at around 32.92 crores net and there were drops in the following two days before the weekend and Eid day again saw amazing collections.

Some of Salman’s previous blockbusters like Dabangg and Bodyguard have been overshadowed by the pace of ETT’s collections. At the end of its first week, you may expect somewhere around 135 crores net from this Salman starrer, making it 2012’s biggest hit, beating Rowdy Rathore, in not even 10 days.

This has also turned out to be Yash Raj Films’ first movie to enter the exclusive 100 crores club. The overseas figures at the end of the opening weekend from markets like US, UK, UAE, Australia, New Zealand and Fiji stand at a cool 22.84 crores.

Now after reading about so many records and milestones, we also need to understand how this was achieved in the first place. The reasons are simple and worth remembering for all producers even in the South.

Reason 1: The number of release screens was a huge 3300 in India alone and overseas amounted to 500 more screens. Bang for the buck in as many screens as possible for a big superstar’s film. EXHAUSTIVE RELEASE.

Reason 2: The film came solo on a national holiday. Holiday releases are the best time to release a superstar’s movie and if it’s a solo release, then even better.

Reason 3: Eid and Salman have a strong love affair. Starting 2009, he has released a movie every Eid and all four of them have turned out to be mega hits. In the same way, Shahrukh has a love affair with Diwali. Festivals are the best time to release a superstar’s movie. The hype and expectations are just doubled and people would also be in the mood to spend money on festival days. What better than a family outing to the nearby theater screening a superstar’s movie.

Salman’s star power is also a major factor no doubt. But the above lessons, though simple, are worth remembering for all the producers. With our superstar’s Kochadaiyaan in the release pipeline soon, we can expect another hurricane and if Eros releases the movie based on the above three principles, then records would be crushed.

The Christmas to New Year window would be ideal for some ‘merry’ record breaking for the Superstar. Given Eros’ expertise in the distribution business, we can expect the same level of professionalism that Yash Raj has shown with ETT.

With multi-language versions planned and the ‘performance capture’ aspect to boot, Kochadaiyaan has every reason to break records provided Eros takes care of the release dynamics.

Let’s wait and watch!

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