Bollywood makes more money in UK
Bollywood films are grossing more money in Britain than UK-made productions and many movies are being shot in this country as also in US to make them more relevant to South Asians living there, a report said today.
According to ‘The Times’ daily, 69 Bollywood films have been released in the UK and 14 productions financed by Indian film industry are being shot here.
In the five weeks since its UK release, ‘Kabhi Alvida Naa Kehna’ has grossed more than 2 million pounds - the same as ‘Vera Drake,’ the British film showered with Bafta awards and Oscar nominations, since it appeared 14 months ago.
Indian producers now regard overseas sales as more lucrative than their home market, the report said.
The three largest multiplex chains - Odeon, Vue Cinemas and Cineworld -routinely screen Hindi films that appear in the UK’s top 15 films lists. In contrast, hardly any Bollywood films were released in Britain ten years ago.
Lucy Jones of Nielsen EDI, which measures box office performance in 14 countries, told the daily: “It’s a recent development. Bollywood is not just a specialist cinema any more.” Until recently, India was regarded as the prime market, with overseas takings as the icing on the cake. Now that position has been reversed. Productions are increasingly being filmed in Britain and America to make them more relevant to South Asians who live there.
Pranab Kapadia, UK head of Adlabs Films, said: “More and more Indian producers are looking at the potential of this market. They are gearing the productions to suit the South Asian international palette - films which people living here can relate to.”
— PTI
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