3 Idiots rule Indian box-office

Aamir Khan plays leading role in 3 Idiots. (AFP)

Aamir Khan's latest film, 3 Idiots, has become the highest grossing Bollywood movie of all time, with strong showings at home and abroad raising hopes for further cross-over hits for Indian films.

The leading actor-producer-director wrote on his blog that box-office takings for the coming-of-age comedy had already surpassed those for his 2008 hit Ghajini, which was the previous record holder. "In less than 10 days 3 Idiots has overtaken the entire business of Ghajini in India, overseas, everywhere. And is still going strong," Khan wrote on Monday, describing himself as "fully overwhelmed and totally humbled".

India's Business Standard newspaper said on Tuesday that 3 Idiots had taken Rs2.4 billion (Dh192 million) from the domestic and international market since opening on December 25. Ghajini took Rs2.25 billion.

Meanwhile www.hollywood.com and Deadline Hollywood, which both track box-office takings in the United States, said 3 Idiots has so far made $4.8m (Dh17.6m) after opening in nearly 120 American cinemas. No Bollywood film has crossed the four-million-dollar threshold before.

The film's has given Bollywood a boost, after a disappointing 2009 marked by a damaging producers' boycott of multiplex cinemas in a row over box-office takings, swine flu fears and a string of big budget flops.

The Business Standard said 3 Idiots has so far made more money than Bollywood's entire ticket receipts in November, which included the hit Ajab Prem Ki Gazab Kahani (An Amazing Story Of Strange Love). Indian box-office takings are lower than in Hollywood because of lower ticket prices. Film critics and industry analysts attributed the success of 3 Idiots not just to Khan's star quality, but also high production values, a sustained marketing campaign and the story's wide appeal.

A public row about how much the film was based on Chetan Bhagat's best-seller Five Point Someone, and a lack of other big-name releases, may also have helped.

"It's a very well-made film with a message and with a big star. It brings back memories of people's experience of the education system in India," Taran Adarsh, from bollywoodhungama.com, said of the film's overseas success. "If you still have family here I think you identify with it all the more."

Mayank Shekhar, national cultural editor at The Hindustan Times newspaper, said the same expatriate Indian "IT crowd" who bought Five Point Someone appear to have flocked to US cinemas, boosting audiences.

"What's equally important is that it's not a preachy film. It's by itself a complete comedy," he said. A well-constructed combination of a leading star, well-placed song-and-dance routines gave it "all the elements of a Bollywood blockbuster", he added. US film studios have been eyeing India's popular Hindi-language film industry for several years, hoping to tap in to an expanding 2.3-billion-dollar market.

Hopes are high that Shahrukh Khan's upcoming film My Name Is Khan will match or even eclipse the success of 3 Idiots.

Fox Searchlight, which promoted the Oscar-winning film Slumdog Millionaire, and other Fox units are handling distribution.

 

Keep up with the latest business news from the region with the Emirates Business 24|7 daily newsletter. To subscribe to the newsletter, please click here.

 

Print Email