Tag: Don 2

  • Monetising big ticket movies isn’t easy: Hemal Jhaveri, Star Gold

    Movies on TV are, no doubt, a hot business now especially for general entertainment channels who often do premiers of big-ticket movies to spur GRPs and in the process move ahead of the competition. Recently Star has acquired the rights of Kahani and Dabangg 2 while Zee has acquired Don 2.

     

    Last year Star acquired the Viacom library as a strategy to become the largest player as far as the sheer number of movies is concerned. Now the network enjoys a rich library of movies that it showcases across channels.

     

    MxM India’s Rishi Vora speaks to Hemal Jhaveri, Business Head of Star Gold on acquisition strategies, cost versus profitability issue and much more.

     

    Q: What is Star India’s strategy as far as acquisition of movies is concerned?

    We have been very aggressive on movie acquisitions. In fact, Star Gold, where we do a lot of premiers, is in the forefront of movie acquisitions. In the recent past we’ve acquired movies like Singham, Ra.One, Zindagi Na Milegi Dobara and Rockstar, to name a few.

     

    Q: Do you normally sign deals even before the movie goes on ground for the shoot?

    It is Dabangg 2 that we signed before the shooting began. A few acquisitions we’ve done – some of them are under production. While the stars do matter, what we do as a practice is put a strict content lens on it, so we try to minimise the risks in that fashion.

     

    Once you buy a movie it has to deliver the same amount of returns over seven to 11 years. That’s the length of time we look at while acquiring movies. So it’s clearly beyond the premier game. If a great movie comes our way and we feel that it’s not apt for the television audience, we will not go for it.

     

    Q: In case of Dabangg 2 – you’ve acquired that at a significant price. So, why make that kind of an investment when you don’t really know if it’ll deliver?

    It’s Dabangg 2. It’s Salman Khan.

     

    Q: That’s the only factor?

    Yes. See, Dabangg 2 is a great franchise to earn. After acquisition of the Viacom slate where we have Dabangg and now Dabangg 2 – we’ve acquired the whole Viacom library. All of their 500 movies are ours.

     

    Q: When did this acquisition take place?

    We acquired that in December last year. With this, it just makes us the largest movies library in the country.

     

    Q: Huge monies are spent on movie acquisitions at times. Dabangg 2 in this case. Is it a risk worth taking?

    It depends on what you’re buying and at what price.

     

    Q: 3 Idiots got acquired in about Rs 30 crore by the network which owns the rights. They’ve milked it well and the buzz is it has made about Rs 200 crore or even more.

    Yes, 3 Idiots did very well from the standpoint that it made a lot of money.

     

    Q: The buzz is that Dabangg 2 has been acquired for Rs 50 crore.

    I will not like to make a comment on that. The cost of acquisition is higher than 3 Idiots considering the latter was acquired some three to four years ago. And the fact that inflation plays its part.

     

    Q: What is your view on ROI for advertisers who buy spots on big-ticket movies that premier on TV?

    Well, I can only talk about Star Gold and the advertiser response we get. Singham rated 8.7 TVR, Bodyguard set the new record at 10 TVR and Ra.One was 6.7. All of these movies have done well on the ratings front.

     

    From the standpoint of an advertiser, these movies are a fantastic platform. So it’s really a win-win situation.

     

    Advertisers need to look at it from a portfolio approach and not just a single movie. There are movies which may or may not do well on TV. It’s not easy monetising big-ticket movies. The cost continues to go up. The cost of movies has gone up close to 30 per cent since the last two or three years. Advertisers should look at the portfolio of movies and the duration period till we own the rights. We have movies to which we own the rights for 11 years.

     

    Q: But if you keep playing the same movie again and again, how much will you be monetising on that anyway?

    We’re in the business of repeats. First and foremost there are not many movies that get made, and out of the movies that are released, there are only a few that do well. So the universe of movies keeps getting smaller and smaller. For example this year there are going to be only two Salman Khan movies and one Aamir Khan movie from what I gather.

     

    Q: But what I’m saying is that if you’re running a movie say for the 20th time, the revenue in terms of ad sales on that 20th run will not be much.

    Not really. Say a channel which does 140 to 150 GRPs, there are a good set of audiences that come on to the channel. So yes, we may have movies running many times on the channel. What we attempt to do is make enough profits. And the revenue that eventually gets generated is not bad.

     

    Q: What movies are we going to see from Star this year?

    The movies for 2012-13 which we have acquired are Bol Bachchan, Kahani which will be aired soon, and Housefull 2.

     

    Q: When was the acquisition done for Kahani?

    Kahani we acquired four months ago. I can’t tell you exactly when it’ll be aired on TV.

     

  • Anil Thakraney: The trick Anna missed

    By Anil Thakraney

     

    So, Anna Hazare’s Mumbai campaign suffered a serious setback. Only a few thousand ‘fans’ landed up, though expectations were of lakhs of people joining in. In fact, I was so mortally petrified of the projected traffic chaos, I made sure I did not plan any travel in the city… I stayed hidden under my bed like a coward for the period of the planned agitation.

     

    Quite clearly there are many reasons why the dharna flopped, and I won’t go into them out here, that’s for columnists in the mass media to worry about. But I must say this: For Mumbai, which is not a politically active city unlikeDelhi, Team Anna needed to think out of the box to get the crowds in. For one, they needed to hire a professional event management company, which would have organized entertainment and refreshments for the attendant junta. People are already fatigued of the Lokpal issue, and there have to be add-ons if Mumbaikars are tempted to give up their routine lives and spend three whole days at the MMRDA grounds. I am quite sure some event companies would have slashed their fees for the noble cause.

     

    Two, and no I am NOT kidding about this, Team Anna ought to have done a promo tie-up with Bollywood, without making a song and dance of it. For example, Don 2 released around the time of Anna’s Mumbai chapter. Could they not have tied up with Farhan Akhtar and Shahrukh Khan? What’s the worst that would have happened? SRK asking people to watch his flick, that’s about it. He does that everywhere, anyways. But in return, his presence would not only have pulled massive crowds in, it would have got Parliament on the edge. And the media would have shown much more interest in the event, even the Page 3 journos would have landed up.

     

    I am sure some of you might think I am trivializing a serious issue out here. Well,

    I am not. Because it’s quite clear to me that poor old Anna Hazare does not have the money or the means or the charisma to send Mumbai into a tizzy. He needed help. He needed to be clever. Because after the Mumbai flop show, even the Anna loyalists are having second thoughts about a solid Lokpal bill. And many fans across the nation seem to be losing faith in him.

     

    It would be a terrible loss for the country if Anna sahib were to fade away into oblivion. It’s time to think different.

     

    * * *

     

    PS: Since I am always cribbing and carping about the Indian media, I have decided to be nice in my last post of the year. For the entire year 2011, news channels behaved liked hysterical cheerleaders for Anna Hazare, thereby throwing all professionalism out of their studios. But as the year closed, I noticed a sense of calm and fair play across the board. The debates were more balanced and nuanced. Even Arnab Goswami was unbiased!

     

    Let’s hope we get to watch more of this in 2012. Happy New Year!

     

  • Reviewing the reviews: Don 2 is poor man’s Mission Impossible

    By Deepa Gahlot

     

    Don 2

    Key Cast: Shahrukh Khan, Priyanka Chopra, Lara Dutta,Om Puri, Kunal Kapoor, Boman Irani

    Directed by: Farhan Akhtar

    Produced by: Farhan Akhtar, Ritesh Sidhwani, Shahrukh Khan

    Written by: Farhan Akhtar, Ameet Mehta, Amrish Shah

     

     

    To confuse moviegoers again, Don 2 got madly mixed reviews with the highest rating being 4.5 and the lowest 1.5.  On an average, however, most reviewers gave it 2.5 and everyone agreed that Shahrukh Khan looked cool, the film was slick, the music was mediocre and it was a poor man’s Mission Impossible. Strictly for SRK devotees who, like good fans, don’t necessarily look for logic in his films. The way this film was promoted, logic is the last thing to look for in any case.

     

    The big gush came from koimoi.com’s Komal Nahata and his 4.5 stars. “Don 2 may not give the discerning audience a great high but it will be loved by those who like style, intrigue, suspense and attitude. It will score at the box-office and yield good profits to Reliance Entertainment (worldwide distributors). The producers, of course, have already made a huge profit by selling the worldwide rights and also by getting heavy subsidy from the German government. Business in big cities and multiplexes will be far better than in smaller towns and single-screen cinemas. The film will work wonders in the overseas circuit.”  Let’s see if his prophecies come out to be true.

     

    Nikhat Kazmi of Times of India, expectedly gave it 4 stars and raved, “Don 2 is a classic action/crime thriller that doesn’t let go, even for a moment. More importantly, the plot has been finely crafted, with every twist and turn falling into place like a complicated albeit neat little jigsaw.” But then, she usually raves.

     

    Slightly lower in the ratings game was Bollywood Hungama’s Taran Adarsh with 3.5. “Don 2 rides on star power and brand value. The film has a bland first hour, but the second half takes the film to another level. There’s no denying that a cohesive script would’ve made a world of a difference to the film, but the tremendous hype, star power and the lucrative period (Christmas and New Year celebrations) will make its investors reap a harvest.”

     

    DNA’s Aniruddha Guha goes with 3 stars and writes, “Characters say boring, random things to each other, there’s a pointlessly long dance sequence and the attempt at dialoguebaazi is laughable. What keeps Don 2 alive, then, is its pulsating action.”

     

    Surprisingly, India Today’s Kaveree Bamzai also gives it a generous 3 and writes, “The movie seems to have been made only to allow the actor to say and do all the things he ever wanted, be it a James Bond and Ethan Hunt rolled into one. What it does come across as finally is a Mission Impossible meets Abbas Mustan.”

     

    IBN Live’s Rajeev Masand gives it the more-or-less standard 2.5. “Don 2 is nicely shot, and there are moments where Shahrukh Khan is riveting. But that’s not enough to hold your interest for well over two hours…even the actor’s most loyal fans will find themselves yawning. I’m going with a generous two out of five for director Farhan Akhtar’s Don 2. Although packed with fast cars and bikes, this is one slow ride.”

     

    Aseem Chhabra writing in rediff.com: “For an action film with the central plot setting us up for a robbery inside a major bank, Don 2’s pacing is very slow. Coupled with that, the script explains everything to us step-by-step. And if anyone was paying attention, following the convoluted plot where Don always manages to sweet charm the morons at Interpol, in the last five minutes Akhtar sums up the film with a quick recap, revealing many more details that were never shown to us before.  It is an old fashioned gimmick to make the audience say “Wow, we were fooled!”

     

    Shubhra Gupta of Indian Express: “Don 2 needed an energized, crackling plot. What it has, in almost too much abundance, is SRK dripping dimpled coolth. But cool can only take you so far.”

     

    Piyali Dasgupta of NDTV.com writes: “There’s an easy way to describe Don2 without any spoilers. Think of great action flicks from the Lethal Weapon, Die Hard and MI4 series. Shake them up. Replace Nakatomi Plaza with Berlin’s leading bank and there it is – Don 2, a Bollywood take on great action flicks where Shahrukh wants to show that being a bad-ass is fun.”

     

    Shubha Shetty Saha of Mid-day was not impressed either. “There’s one thing that irks me the most in Bollywood action thrillers, and Don 2 carries the tradition. The smart moves by the characters is tediously explained again and again to show how the move was engineered, thereby diluting the whole effect. The audience is treated like a four-year-old brat, who doesn’t concentrate and forgets what has been told to him five minutes back. Subtlety is an art and moreover, we are not as dumb as you think. Wish the filmmakers instead concentrated on filling those gaping loopholes.”

     

    Finally, nailing it, Mayank Shekhar of Hindustan Times gives it 1.5 and says, “It (the first Don) was Vijay’s story. Salim-Javed’s tight script had a striking plot. The writers here have sub-plots. They continue to stretch and add thought to thought. The picture promises to never end. It gets hard to carry on with inane inventiveness, when you just couldn’t care less.”

     

  • Anil Thakraney: Doesn’t SRK get it?

    By Anil Thakraney

     

    Oh no! Don 2 (it actually should be Don 3, because the earlier Don was a rip-off of the original Bachchan film) is all set to hit the cinemas and we will have to sit back and ‘enjoy’ Shahrukh Khan’s nautanki, as he shuttles from one TV studio to another, desperately hawking the flick. He just did ditto for Ra.One and pakaoed the hell out of everyone. The popular Twitter joke at the time was: The only thing left for SRK to do is to insert breaks during the film’s screening, so that he can plug it!

     

    Did the media hero’s 360-degree effort for Ra.One save the film? Despite all those tall claims on initial collections (which would have happened even if Khan didn’t do the studio rounds… his name anyway gets lots of folks interested), the film was dissed by all and sundry and reportedly lost some money. So what is the use of all this mad self marketing?

     

    Now, while I can understand the producers wanting to promote the film – even planting those cheap 3D glasses inside newspapers is okay to a point – Shahrukh must understand that his continuous presence in the media is going to hurt his charisma in the long run. How much of the star can we take? In fact, I gave Ra.One a quiet miss because the last thing I wanted after his full-on blast in the media was more Shahrukh Khan. Sure, the content-starved TV channels will welcome him with open arms. Because it gives them a chance to talk about all issues unconnected with the film, including SRK’s opinions on how to end communalism in this nation, and how to send a man to Uranus (okay, I made the last one up). But what good does all that fluff talk do for the film’s fortunes?

     

    Dear SRK and all the other stars: Guys, spend all this moolah and energy on creating sparkling content. Two, zealously protect the mystique around your own image. And three, leave the TV studios to the netas and to Mr Suhel Seth.

     

    ***

     

    PS: I sincerely hope Anna’s Jan Lokpal bill gets passed in toto by the government. Not because I believe it will end corruption, but because I don’t want Team Anna doing their number from Mumbai. The traffic is already a mess out here, and we just can’t handle another frenzied public spectacle.