John Abraham has reason to rejoice, despite having broken his foot on sets recently. After a dry spell at the Indian box office – courtesy the standoff between Bollywood producers and the country's multiplex owners over revenue sharing – New York is the first big film to release in eight weeks. Emirates Business talks New York, recession and brand endorsement with the actor.
Do you think the recent producers' strike will affect New York's business at the box office?
Yes and no. People are desperately waiting to see a good film and the turnout should be great. Having said that, I believe New York would do well regardless, considering the end result is exceptional.
If it were a bad film, people simply wouldn't line up at the cinemas, no matter how desperate they were to see a new movie.
However, New York's marketing campaign and album sales suffered due to the lack of time between the strike called off and the film's release date. Surely that adds to the pressure?
Agreed, an aggressive marketing campaign was not possible due to the limited time. However, Kabir Khan has directed such a strong film that it will persevere despite such drawbacks.
Industry experts fear Bollywood will face a tepid summer with back-to-back releases of big budget films such as Kambakkht Ishq, Love Aaj Kal and Kaminey. Could New York be hit?
Post the producers' strike, all new releases have their own weekends to shine at the box office. Plus, most of the big films are being released two weeks apart, except for Kambakkht Ishq, which will be showing a week later. But New York's long-term prospects are good so I'm not worried.
What is New York's USP?
The film narrates the true stories of individuals affected by the 9/11 terrorist attacks in New York. My character Sam is an amalgamation of three such individuals who were traumatised in the aftermath.
Viewers will also see Katrina Kaif and Irrfan Khan in great roles. But the surprise package is Neil Nitin Mukesh, who is so much prettier than Katrina.
Do you think Bollywood films are now being made for a global audience?
I can only talk about New York and say the movie has universal appeal. It provides food for thought and is best compared to Roman Polanski's The Pianist or even Steven Spielberg's Schindler's List.
Hollywood has been reeling from the recession with studios losing funding and/or backing out of big budget films. Is Bollywood feeling the heat?
Well, long-term prospects for the entertainment industry are good considering it is one of the only sectors
that performs well during a recession. On a micro-level, specific films have felt the impact with revisited budgets and scaled down marketing plans.
You recently turned producer with Abbas Tyrewala's 1-800-Love. Are you feeling the pinch of the credit crisis in this new business venture?
I'm not exactly a producer, but more of a sleeping partner. There's enough stress with my film career and my endorsements; I can't take on much else.
Actors such as Saif Ali Khan and Aamir Khan have gone on record saying the recession has resulted in their starry salaries being slashed. Have you been requested to do the same by film producers or even companies whose products you endorse?
Clearly they're overcharging or I'm underpaid as I've experienced no salary cuts, nor been asked by anyone.
Product endorsement deals are more lucrative than films these days. Doesn't that make the choice easier when signing on for a new brand?
I'm very selective about my endorsements, depending on the brand's position in the market and its product fit. I don't sign on just for commercial benefits because what I say is projected in the minds of viewers and that message has to come with conviction.
But brand power must have more importance in the era of new media and aggressive marketing campaigns?
Of course, brand power is more important, knowing that what you attach your name or face to will stay in the media and in people's memories for at least two to four years. This has created endorsement responsibility among celebrities.
What are your future projects?
I have Hook Ya Crook, along with the Dostana sequel.
Lately, Bollywood seems to have jumped on the film franchise bandwagon with many more sequels and trilogies in the works. Is this the new trend emerging in India?
Why not? When a film is a commercial success, it's only a sound business plan to repeat the same with a follow-up. Filmmaking is a cutthroat industry and production houses are realising that if a formula clicks with the masses, chances are, audiences will return to cinemas for more.
Why just filmmaking, isn't acting also a cutthroat field these days?
It does boil down to a numbers game, but there are those like me who refuse to involve themselves in the rat race. It's not a battleground for me, and neither am I insecure that someone may get ahead. I am quite secure in my place.
Are you and Bipasha Basu (actress girlfriend) getting married soon?
There's still time in that. We will let everyone know once we're ready.
PROFILE: John Abraham Actor and producer
John Abraham, 36, is half Parsi and half Keralite. He also goes by the name, Farhan, given by his mother.
With a degree in economics, the actor started his career at an advertising agency. His big break happened when Abraham was asked to fill in for a model during a photo shoot. The camera loved him and he soon went on to become India's next supermodel. A transition into Bollywood came through Jism (2003) and established him as the next big superstar.
He has acted in 25 films till date and recently turned producer by financing a music album by Pakistani pop band Strings, followed by Abbas Tyrewala's film, 1-800-Love.
Keep up with the latest business news from the region with the daily Emirates Business 24|7 newsletter. To subscribe to the newsletter, please click here.