Bollywood couldn't care less about flops...

By Priyanka Khanna, IANS

New Delhi, March 27 (IANS) Ticket sales are at all-time lows and distribution rights for big-banner films have no takers but producers and stars are raking in the moolah like never before.

Bollywood, the world's most-prolific moviemaking industry, can no more adhere to its traditional parameters of classifying films as hits or flops. In the last three months, just two films have done well, while 30 have sunk without a trace. But the mood in the industry is still upbeat.

Earlier, less than 30 per cent occupancy was the criteria for declaring a film a flop, but today it calls for celebration.

Statistical projections say another story. According to consultants KPMG, the entertainment industry growing at 18 per cent per annum is set to touch Rs.588 billion in revenues by 2010, the film industry alone expected to cross Rs.140 billion by then.

However, the rosy picture pales when it comes to distributors who are lamenting the box-office's financial crisis - some of them even demanding a minimum guarantee from producers.

Says trade observer Taran Adarsh: "Pick any film and you will see it has an 'all-India open' status that means they are lying unsold for every territory.

"Producers have been forced to distribute films themselves since distributors are in no mood to acquire the rights, partly because the market conditions are awful and partly they've burnt their fingers in the past few releases".

With traditional moviemaking economics undergoing a sea change due to satellite channels, overseas market and the DVD boom, theatrical revenues account for a very minuscule portion of the booty.

"Everybody is making money, even the distributors who are crying horse. Showing the film to less people at Rs.120 is more profitable than screening it full house for Rs.20," says producer Vashu Bhagnani.

According to Shyam Shroff, Adlabs Films chairman: "There is a lack of transparency. When I don't know the cost of a film or how much it really made on the turnstiles, I cannot say whether it was a hit or a flop".

Trade analysts say the answer to the golden hit-or-flop question depends on who is asking. Clearly, the industry is seeking new deciding parameters.

The week ahead, with its string of three divergent films - the patriotic "Tango Charlie", "My Brother Nikhil" and "Zeher - will in fact increase the need for a better definition.

Critics have given a thumbs-up for "Tango Charlie", starring Ajay Devagan and Bobby Deol, and "My..." starring Sanjay Suri, Victor Bannerjee, Juhi Chawla and Lillete Dubey.

"My...", newcomer Onirban's well-told tale of a HIV positive youth's struggle to lead a life of dignity, released Friday, is likely to rope in a wider audience owing to its deft handling.

"Distributors are finally at ease. Over 10 films are awaiting release by March-end, and exhibitors, who were earlier apprehensive, say the time is ripe for new films," Taran said.