Wednesday, February 28, 2007
Studio 18, the motion picture division of Television Eighteen, India's leading media conglomerate, has created history of sorts overseas, with its maiden outing, Honeymoon Travels Pvt. Ltd. (Directed by Reema Kagti).
In a market known to accept predominantly star-studded routine Bollywood titles, the International Distribution Division of the Studio has been able to make a mid-range romantic comedy with an unconventional narrative, garner an enormous opening.
Produced by the makers of blockbusters like Dil Chahta Hai, Lakshya and Don, Honeymoon Travels Pvt. Ltd. has pulled a successful opening weekend, particularly in the UK& UAE.
The innovative marketing efforts of Studio 18 have ensured that enough buzz was created around the film, the success of which should augur well for the industry.
Released in the UAE on 22nd February, the four-day gross on 8 prints was AED 287,082 (USD 78,183).
Released in the UK on 23rd February, the three-day gross on 14 screens was £45,945 (USD 90,287), with an impressive screen average of £3,282. This has been the highest opening in the UK for a film in this bracket released on a similar number of prints.
Fuelled by positive reviews from mainstream media such as The Times UK, Time Out London and BBC Online to name a few and most Indian entertainment websites, Honeymoon Travels Pvt. Ltd. is poised to replicate its strong multiplex run in India in the international market as well.
"This was the first mid-range film done by Excel Entertainment," say producers Ritesh Sidhwani and Farhan Akhtar. "We're glad the film has succeeded in all quarters, including the overseas. This is a big achievement. Our international distributor, Studio 18, took a chance and did a splendid job of giving the film a credible theatrical release and left no stone unturned in marketing and promoting it to the target audience. The strong figures it has delivered overseas will give an impetus to films with alternative genres and concepts. We look forward to working with Studio 18 on our forthcoming film projects."