Bollywood rides the global wave

Oct 07, 2011, 08:42 IST | Mauli Singh

B-Town's hold over NRIs is only growing. No wonder, an increasing number of movies are being premiered abroad...

B-Town's hold over NRIs is only growing. No wonder, an increasing number of movies are being premiered abroad...

Shah Rukh Khan seems all set to reclaim his throne this Diwali. After months of being overshadowed by the other superstar Khans of the industry, SRK is now leaving no stone unturned to regain his supremacy.

Kareena Kapoor

Whether it is roping international pop star Akon to sing the peppy Chammak Challo track or launching video games, the actor is using every trick in the trade -- including milking his unparallel foreign appeal -- to ensure his upcoming sci-fi flick is a huge success. Reportedly, the superstar is going to premiere his magnum opus in three different cities across the world -- Dubai, London and Toronto -- on October 24, 25 and 26 respectively.
And, of course, King Khan will be accompanied by his leading lady Kareena Kapoor. His foreign trip doesn't end there. Apparently, his next -- Don 2 -- will also premiere in Berlin.

Shah Rukh Khan in Don 2

This is not the first time an SRK film is having a world premiere. Even My Name Is Khan had an international premiere. Despite the film not exciting audiences in India, it did well overseas.

Interestingly, he is not the only star who goes all out to woo global audiences. In 2004, Yash Chopra's comeback film of sorts Veer-Zaara had its French premiere at The Grand Rex (the biggest theatre in Paris), becoming the first Hindi film to debut at such a large venue.

Patiala House

But while many Bollywood stars hold premieres of their films in different parts of the world due to their strong fan following in those countries (like Rajinikanth in Japan, Akshay Kumar in Canada and the late Raj Kapoor in Russia), many others (Azaan, with its relatively new cast, is also being premiered in Dubai) seem to be trying their best to cash in on this trend that has caught on widely in the last few years.

Mere Brother Ki Dulhan

Bollywood's favourite destinations
Dubai, Canada and London top the list of B-Town's favourite world spots for film premieres due to their star-struck Indian diaspora. International film festivals and awards functions have also become popular. Double Dhamaal had its premiere at an award function in Toronto and Kabul Express premiered at the Toronto film fest.
Does it work?
Trade analyst Komal Nahata says, "Yes, it definitely works because overseas audience doesn't get to see these stars as often as people in India do. And sometime after these premieres they host dinners where they sell movie tickets. Since Shah Rukh is the uncrowned king of overseas market it makes all the more sense for him to hold premieres abroad. Major chunk of film revenue comes from overseas market and in SRK's case it's sometimes fifty percent."  How well this trend will continue to work businesswise for Indian films is anyone's guess.


Recent Bollywood films to have world premieres
- Mere Brother Ki Dulhan in Abu Dhabi and London
- Ready in Dubai
- Patiala House in Dubai
- Chandni Chowk To China in Dubai, London and Canada
- Kites in New York and London
- Raavan in London
- Om Shanti Om in London
- My Name Is Khan in Abu Dhabi and Poland

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