2013: the year of Bollywood sequels!


By Hindustan Times

Hindi film buffs are in for a treat in 2013 as Bollywood filmmakers gear up to release sequels to their popular films in a bid to encash their already established brand value.

Films such as Race 2, Murder 3, Once Upon a Time in Mumbaai 2 (OUATIM 2), Ragini MMS 2, Krrish 3, Dhoom 3, Shootout at Wadala (A prequel to Shootout at Lokhandwala), Saheb Biwi Aur Gangster Returns, Hate Story 2, Grand Masti, Dedh Ishqiya and Aashiqui 2 will hit screens in 2013.

Saif in Race“Filmmakers spend huge amounts of money to create a brand, so it makes sense to carry the brand forward with sequels or prequels. Considering that audiences liked the first film, it is a given that an extension in that series will bring dedicated footfall and business,” explains trade analyst Atul Mohan.

Agrees Girish Johar of Balaji, the makers of three of these franchise films. “With a film that does well, there is a lot of brand awareness among people. Therefore, encashing upon it is a commercially viable option. The audience already has an expectation which helps to create a lot of hype and brings good business.” Indeed, the money that is being invested into these films is a whopping Rs. 1000 crore and analysts say that many of these films will make Rs. 100 crore each with big ticket flicks like Dhoom 3 and Krrish 3 likely to make Rs. 200 crore each.

“It will be a defining year for Bollywood both in terms of sequels emerging as a big trend and the business that these films will generate. Most of these are big ticket movies, one can safely say that Rs. 1000 crores will be invested,” says trade analyst Joginder Tuteja.