Harry Potter beats Bollywood, in Midday

Phoenix rises
... while Hindi films fall; Harry Potter and the Order of the Phoenix expected to weave the elusive magic at box-office

Move over Bachchans, Deols and Himesh. Harry Potter is about to achieve what none of these home-grown heroes could do recently — be a blockbuster in Mumbai in a season starved of hits. Harry Potter and the Order of the Phoenix, releasing today, is expected to be the biggest hit in recent times, leaving behind such multi-starrers and mega-budget movies like Jhoom Barabar Jhoom, Aap Ka Suroor and Apne.The fifth installment of the movie franchise based on J K Rowling's fantasy best-sellers, has teen wizard Harry (Daniel Radcliffe) teaching classmates magic spells to defend themselves against the coming battle with the forces of dark Lord Voldemort.It will be released in 31 cinema halls, with 158 English and 64 Hindi screenings. The movie, 40 prints of which have been released in the city, is almost houseful this weekend in almost all the multiplexes.

Hindi movies no longer rule Bollywood

Multiplex owners expect 100 per cent collections, riding mostly on block bookings from corporates. Several companies such as Citibank, HSBC and Reliance Infocomm and some travel agencies have made block bookings for their patrons, according to sources.Harry Potter… is expected to command at least 90 per cent collections throughout the week, according to multiplex owners. Harry Potter and the Goblet of Fire (2005), the fourth in the series, had grossed good revenue in Mumbai in the first week and went on to become a hit. The opening for the earlier Harry Potters was 90 per cent in the first week and it was houseful for weekends. The only other movie that commanded a similar opening was Rajnikant's Sivaji, released in June. It was released with 18 prints and collected 95 per cent in its first week and later increased to 40 prints.It also indicates that Hindi movies don't necessarily rule the capital of Bollywood any more. Jhoom Barabar Jhoom had an impressive star cast of Abhishek Bachchan, Bobby Deol, Preity Zinta and Lara Dutta and it was produced by the hit factory, Yashraj Films. Yet its collections have been average. It began with 70 per cent, but dropped to 50 per cent in just three shows. Dharmendra, Sunny and Bobby Deol's Apne had an opening of 50 per cent to 60 per cent. Himesh Reshammiya's Aap Ka Suroor had an opening of 80 per cent, but dropped to 60-70 after the weekend.

Hit ya flop?

Several factors, such as cost of the movie, selling price of the movie rights and number of prints decide if a movie is a success or not. But the most reliable factor is percentage-wise ticket sales from theatres. Above 85 per cent for the first week is considered a hit. Between 70 to 80 per cent is a semi-hit and 60 per cent collections mean the movie is average. Anything less is a flop.

Experts say

Harry Potter is a big brand and is expected to do better than Hindi movies. We have to learn from Hollywood. It is giving very tough competition to Hindi cinema. Similarly, Sivaji was a fantastically made movie and we need to learn from the directors of the South.

- Taran Adarsh, Trade analyst

We expect the movie to do well. Our information suggests that the film has got a good opening.

- Sanjay Narayanan Marketing head, Warner Bros

The movie is expected to do well. We have already sold about 70 to 80 per cent of tickets for this weekend.

- Saurabh VermaMarketing manager, Inox

Courtesy: Midday

Image courtesy: Satish Acharya, Midday
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