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Big Cinema

Bigger, braver, bolder?


Bollywood is all set for its biggest splash yet in 2012. Bigger budget films and even bigger spends on promotions are on the cards. Four movies - Bodyguard, Ready, Singham and RaOne - raked in close to Rs 100 crore this year, a new record. "The film industry has had an excellent year in 2011. The year 2012 should be even bigger, given that a series of high profile films are scheduled to release, " says Shailesh Kapoor of Ormax Media, an entertainment business consulting firm. As for genres, comedy and action are expected to continue to rule the roost. "As in the last two years, these genres are likely to draw audiences in 2012 too, " says Kapoor who feels that family films won't be the crowd-pullers. "Films targeting the youth should have even more appeal. Also be prepared for bold scenes and edgier content. " Murder 2 and The Dirty Picture have set the ball rolling and many filmmakers will want to cash in on this trend.


A Rs 70-crore Bollywood film is the norm now, but 2012 may up the ante. Among the extravagant films to be released this year are Agneepath and Players. "Where slickness and glamour are concerned, no bucks are being spared. Even background dancers have to be of a certain calibre, they can't just be junior artistes. Quality comes at a price and filmmakers are going for it. Marketing costs are another big component adding to budgets, " says an industry source. Says UTV CEO Siddharth Roy Kapur says, "One will need to focus more on marketing. If it is a youth-oriented film then one needs to look at youth media and if a drama, then at slightly more towards the mature media. At present, there are too many channels - marketing and promotion tends to get scattered. "


A lot of traditional notions were challenged in 2011 and in 2012 they will be officially thrown to the wind. "There is a clear shift in the way audiences are consuming films. The bottomline is that they are always hungry for good films - big, medium or small, " says Vijay Singh of Fox Studios.

People will come to the theatres even in January No One Killed Jessica shattered the belief that films released in the first week of January don't work at the box office. In 2012, Players will be released in the first week of January and Agneepath in the last.

IPL doesn't play spoiler

The day after IPL 5 takes off, Sajid Nadiadwala's film Houseful 2 hits the cinemas. In the 31 days of the cricket season, there will be at least five big releases such as Kya Supercool Hai Hum, Jannat 2 and Ferrari Ki Sawari.

If the content is good, audiences will come to watch woman-oriented movies too

The success of films such as No One Killed Jessica and The Dirty Picture has restored confidence in plots that are heavily weighed in favour of the heroine. The Dirty Picture has earned more than Rs 70 crore. One expects Kareena Kapoor-starrer Heroine to do similar business in 2012.

The market is big enough to handle successive releases

If the films are good, you can have one hit after another. In February, Karan Johar will release Ek Main Aur Ek Tu, which will be followed by Saif Ali Khan's Agent Vinod. March 23 sees Tezz and Mahesh Bhatt's film Blood Money.


There is always a distinct advantage for films that release on the post-IPL Friday, Eid, Christmas, Diwali or a weekend with a public holiday. In 2012, the Khans seem to have again divided the festival releases between themselves. Salman Khan will have his fourth consecutive Eid release with Ek Tha Tiger. Shah Rukh Khan will have the Diwali release, which also sees the return of Yash Chopra as a director after a long gap. Christmas of 2012 will see Salman's Dabbang 2 and Aamir Khan has taken June 1 as the release date for Talaash.


TALAASH This June release stars Aamir Khan as a police officer, and also featuers Kareena Kapoor and Rani Mukherji. It is directed by Reema Katgi and produced by Ritesh Sidhwani


An eagerlyawaited movie from Sriram Raghvan, it stars Saif Ali Khan and Kareena Kapoor. It is made along the lines of a James Bond flick


The film is based on an incident that took place on March 1987, when 26 men, pretending to be incometax officials walked into a jewellery store at Opera House and stole goods worth lakhs of rupees. It stars Akshay Kumar and is directed by Neeraj Pandey


Karan Johar, in this youth-centric film, is directing three newcomers. Among them are David Dhawan's son Rohit and Mahesh Bhatt's daughter Aliya Bhatt. The film will be released in the second half of 2012


A romantic thriller shot across five countries including Ireland, Turkey, Iraq and India. Directed by Kabir Khan, the film stars Salman Khan and Katrina Kaif


For exhibitors, 2012 looks much better than 2011. Operations head of Fun Cinema, Vishal Anand, says, "Apart from two Salman Khan films, two Shah Rukh starrers, one Aamir and and one Saif film, there are at least two big releases every month, indicating that, as of now, 2012 looks better than 2011. One is also hoping that June and July 2012 will prove to be as good as July 2011, which proved to be the best month for exhibitors. "

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