Border-crossing, Bollywood style

By Ayesha Dominica Singh 

Mumbai: A foreign locale, a Mexican heroine, dialogues in English, multiple versions, dubbing in three languages and release in several countries—the makers of recently-released Kites knew what it takes to reach out to a global audience. Not surprisingly, Kites is the first Bollywood film to open in the top 10 in the US and Canada. What’s more, American audiences got a different look at Kites on May 28, when Reliance BIG Pictures released Kites: The Remix, a shorter version edited by US director Brett Ratner. Introduced in 207 US theatres, the film raked in almost $1 million during the previous weekend.

At least one other Indian film had a bigger US opening than Kites. My Name is Khan, produced by Dharma Productions and released by Fox Searchlight, took in $1.94 million in February. It ranked 13th in a weekend line-up that included Valentine’s Day, The Wolfman and Avatar.

Released on 53 screens in the UK and 120 screens in the US, the weekend collection of 3 Idiots, when it released, was Rs 93 crore gross worldwide, while the paid previews alone garnered over Rs 9 crore gross worldwide.

Obviously, Bollywood is spreading its net and reaching foreign shores. So, if Fashion and Dev D were marketed on the IPTV platform in South Korea, Striker was released on YouTube, on the same day and date as the India theatrical release.

Manish Acharya, director of Loins of Punjab Presents, explains why we have gained respect from foreign distribution houses. “Firstly, because they believe we can finance their movies. And secondly, we have 200 million cinegoers whom they can’t ignore. This respect allows for real creative collaboration and creating films that appeal to international audiences.” However, India has a long way to go before it gets its Crouching Tiger Hidden Dragon—films which earn $100 million fully from abroad.

The foreign market

While presenting a film at home may be daunting, taking it to a foreign audience, whose tastes differ, is an undertaking in itself. Amrita Pandey, senior VP (international distribution & syndication), UTV Motion Pictures, speaks of Jodhaa Akbar: “It had a big star cast, director, elaborate sets and was fairly easy to distribute in some foreign markets.”

Acharya differs slightly: “Our films don’t have a compelling identity overseas. An Iranian film is anticipated by a US art house audience because it is perceived to be heartfelt and cinematic. Our films don’t...