Note: This is a guest post.
The big picture is radically changing in movies across India. Hollywood characters such as Spiderman, Iron Man, and Kung fu Panda are surpassing language barriers in Bollywood. These movies have reported big profits in the Indian market, in comparison to big-ticket Indian releases.
As the multiplexes are growing with the advent of malls in smaller cities and towns, the penetration of dubbed Hollywood movies is getting deeper into this market along with the niche up-market metro audiences. Concrete, big budget marketing and distribution strategies make Hollywood movies compete with the Rs. 100 crore clubs.
The collections are quite encouraging for Hollywood with Spiderman 3 reporting a collection of Rs. 65crore, Avatar clocking in Rs. 90 crores, Avengers taking in nearly Rs 47 crore. The data is extremely encouraging for Hollywood movies in Hindi, in India.
The Big Hollywood releases that are well appreciated with the mass audience in India are grouped in the following broader categories:
- Visual spectacles like Avatar, Jurassic Park,
- Disaster movies like 2012,
- Power packed action thrillers like Speed.
- Supernatural thrillers like Star Trek, Transformers3.
- Real life narrations or book adaptations that are partly or fully set in India like Slumdog Millionaire, or Life of Pi.
- Global Superheroes like The Iron Man, Batman, and Spider Man.
- Animated movies like Kung fu panda, Toy story, Ratatouille, Ice Age
Hollywood movies in Hindi have a formula that works – imposing illustrations, ostentatious visuals, cinematography, and unique plots. The magnanimous scale of their visuals and simplicity of the plot allows these films to break language and cultural barriers.
At present, youngsters in India prefer Hollywood films to Bollywood if they are made well and connect with the audience. And Bollywood producers have already started feeling the heat of competition from the dubbed movies and have started scheduling Hollywood launches along the domestic ones.
As per industry sources, dubbed adaptations add between 45 to 60 per cent to each of Hollywood film’s revenues launched in India. The increasing share of Hollywood productions launches and the pace of its acceptance in the market are posing a great threat to the local industry.
Hollywood studios are outlaying huge amounts on marketing for the big films, and there is a rising trend seen lately where few movies are having their grand launches in India prior to the US market. Multiplex owners stand to gain mainly among all the local businesses from the mounting attention of Hollywood productions in India. Multiplex chains like the PVR Cinemas get 30 percent of their revenue from Hollywood releases.
It is emerging as an undisputed win-win situation for the overall film industry, as it’s raising the bench-marking levels of Indian Cinemas, giving the audience many more options to visit the cinema halls and thereby expanding the sales graph of multiplexes.