The Avengers smash Tezz at the box office!


By Hindustan Times

This week, a Hollywood superhero sci-fi flick has streaked past a star-studded Bollywood biggie at the box-office. The Avengers netted in around Rs. 15 crore over the weekend in India, while the Anil Kapoor-Ajay Devgn Tezz managed only Rs. 11.25 crore says trade analyst Komal Nahta, adding, “Tezz is a non-starter and given that summer vacations are on and there’s no strong Bollywood release this week, The Avengers is likely to keep going strong.”

The Marvel Studios’ multi-star cast action adventure arrived on Indian shores with 800-plus screens, in 3D, IMAX 3D and 2D. Along with the English version, Hindi, Tamil and Telugu-dubbed versions are also packing in the crowds.

According to UTV Motion Pictures that’s distributing the film in India, The Avengers collected Rs. 4.01 crore on Friday, Rs. 4.67 crore on Saturday and Rs. 5.32 crore on Sunday. The studio claims that it is the third biggest Hollywood weekend after Avatar (2009) and Mission Impossible 1V: Ghost Protocol (2011).

“This is a case study of how Hollywood movies in India can be maximised using the same aggressive marketing and distribution strategies that we have adapted for big Hindi releases like Jodhaa Akbar (2008) and Rajneeti (2010) in the past,” says UTV CEO Siddharth Roy Kapoor.

Sunil Punjabi, CEO, Cinemax, says that The Avengers opened in 82 screens in his theatre chain and registered 90 per cent occupancy over the weekend. “Vicky Donor sustained its impact through the second weekend with 95% occupancy in 48 screens, but Tezz was sluggish with 20-30 percent occupancy in 45 screens,” he says, attributing the Bollywood biggie’s failure to the lack of content. “If it was just competition from the Hollywood film that killed Tezz then Vicky Donor should have dropped too but that was not the case.”

Tezz was reportedly made for Rs. 40 crore and may run into losses, even after selling its satellite and home video rights.

Figure this

Rs. 17.53 crore*

Rs. 15.22 crore*

The Avengers
Rs. 14 crore*

Rs. 13.78 crore*

Spiderman 3
Rs. 13.38 crore*

*First weekend collections for top five Hollywood films in India

Vicky hits bull’s eye
Trade expert Taran Adarsh says Vicky Donor is a “hit”, taking its 10-day total to almost Rs. 22 crore. Ram Mirchandani of Rampage Motion Pictures, one of film’s co-producers, says: “We are expecting a total collection of Rs. 35 crore to Rs. 38 crore from India alone.”