Beyond Bollywood: where India’s biggest movie hits really come from

By admin | Posted OnMay 13, 2017

The global success of fantasy epic Baahubali 2: The Conclusion underscores the power of the countrys billion-dollar regional film industry

The global success of SS Rajamoulis fantasy epic sequel Baahubali 2: The Conclusion has once again brought Indian cinema to the attention of the world. Its forerunner, the $31m-budgeted Baahubali: The Beginning (2015), grossed $100m worldwide but caused little more than a ripple outside India. Within the country, it made waves because the film, made in the south Indian Telugu and Tamil languages, saw the Hindi-dubbed version alone gross more than $20m.

It is a common misconception that the Hindi-language, Mumbai-based film industry known as Bollywood is Indias national cinema. The numbers tell a different story. India produces an astonishing 1,900 films a year on average, of which Hindi-language Bollywood accounts for about 340. The bulk of the rest comes from the Tamil, Telugu, Malayalam, Kannada, Marathi, Bengali, Punjabi and Gujarati languages. Domestic box office has remained stagnant at about $1.5bn and, while Bollywood might produce more films (Tamil had 291, Telugu 275, and Kannada 204 films in 2016), it contributes just a third of the box office gross. In short, Bollywood has the visibility, but not the profits, with the under-performers far outweighing the hits.

In this context, the numbers racked up by the regional Baahubali 2 budgeted at $39m, made in Telugu and Tamil, with Hindi and Malayalam dubbed versions are astonishing by Indian standards. The film opened on 28 April and grossed $194m in 13 days, making it the highest Indian grosser of all time and putting it on track to become the first Indian film to gross $200m. It easily outperformed the $123m collected by PK (2014), starring Bollywood icon Aamir Khan.

Baahubali 2 consolidated this performance by delivering an extraordinary result in the US, opening in third position at the box office, above The Circle starring Tom Hanks and Emma Watson. With $17m and counting, it is the highest grossing Indian film of all time in North America.

Baahubali 2 has the perfect blend of action, emotion and all the right ingredients that a moviegoer wants, says Soma Kancherla, of the films US distributors Great India Films. Baahubali 1s success and the curiosity factor had created a huge hype. The conclusion had lived up to the expectations.

Female
Female empowerment saga Parched, directed by Leena Yadav. Photograph: Brisbane Asia and Pacific Film Festival

Has the film broken out beyond Indian diaspora audiences to a broader audience? Yes, says Kancherla. We factored some of that into our promotion and targeted non-Indians, and to some extent it worked. We have seen many Americans in the theatres who watched and appreciated the film.

The film also collected $2.3m across 66 Imax screens around the world in its opening weekend. This included $1.8m from 45 Imax locations in North America, making it the highest ever opening in the format for a foreign language film.

In the UK, rather than the consolidated figure of the various versions charting as in North America, fragmented versions were listed, with the Hindi version bowing in sixth position, the Tamil one in ninth and the Malayalam and Telugu versions lower in the Top 20.

Creating and maintaining anticipation for the larger-than-life saga of warring cousins and fiery queens was a carefully calibrated task for producer Shobu Yarlagaddaof Arka Mediaworks, the company behind the films. As we started preproduction on the film, we knew that for the kind of efforts we were planning to put into the project, financial and otherwise, it would be sad if we didnt at least attempt to go beyond our regional strongholds, says Yarlagadda.

Global
Global hit Dangal has taken $143m worldwide. Photograph: Disney

Getting a wide release in the south Indian language markets of Telugu, Tamil, Kannada and Malayalam was simple enough as director Rajamouli is a brand name there, with hits such as Eega and Magadheera behind him. For north India and the international markets, Arka promoted the project on social media platforms, as well as attending comic-cons and university festivals.

The so-called traditional market for Indian films is a block of 50 territories with the biggest being the US, the UAE, the UK, Singapore, Malaysia, Hong Kong, Indias south Asian neighbours, Australia and New Zealand, and North Africa, with some pockets in France, Germany and Switzerland. Elsewhere, Indian films were popular in Russia and China in the 1950s, particularly actor/film-maker Raj Kapoors blockbuster Awara, while dancing action star Mithun Chakraborty enjoyed fame there with his 1982 film Disco Dancer. However, of late, Indian studio majors have been striking out into non-traditional territories with dubbed or subtitled versions of films: Ki & Ka was released in territories as diverse as Ivory Coast, Zimbabwe and Gibraltar; Bajrangi Bhaijaan in Morocco, Tunisia and Poland; and Mary Kom in Kazakhstan, Azerbaijan, and Kyrgyzstan.

Indian producers have utilised every trick in the book to reach overseas audiences. Arka hired Franois Da Silva, former artistic director of Cannes directors fortnight, to sell and market the film internationally. Non-Indian behind-the-camera talent is increasingly common. Leena Yadavs female empowerment saga Parched, in Hindi, boasts Titanic cinematographer Russell Carpenter and The Descendants editor Kevin Tent.

Accessible English-language titles are also on the rise. Pan Nalins Angry Indian Goddesses, billed as Indias first female buddy movie, sold to 61 territories internationally. Nalin says: Based on my past movies and gaining some experience with international distribution one thing I realised is that its not enough to just have a great movie. We also need a great title which is universally appealing. Titling it in English has paid off. Across the world, the moment we utter or read Angry Indian Goddesses it puts a smile on faces.

All the major Hollywood films are released in English and in Hindi, Telugu and Tamil dubs, demonstrating that India loves global tentpoles, provided they speak in their own tongues. (Appropriately, the highest grossing Hollywood film in India is the India-set The Jungle Book, which roared to $28m in 2016.) Nevertheless, the dominance being enjoyed by Baahubali 2 could be under threat. Wrestling drama Dangal has taken $143m at the global box office, while fans of Baahubalis spectacle will be waiting for the big-budget adaptations of epic story cycles The Ramayana and The Mahabharata, which are in the works. Its fair to say that, with Hollywood accounting for just 10% of the local box office, the Indian film industry continues to enjoy rude good health.

Read more: https://www.theguardian.com/film/filmblog/2017/may/13/bollywood-india-film-industry-baahubali-2-the-conclusion