Sunday, September 25, 2016

Bollywood Needs Pakistan Market to Grow Business

Amid the Hindu Nationalists calls for sending Pakistani actors home, what is being overlooked is the fact that Bollywood needs Pakistan more than Pakistan needs Bollywood.  Why? Let me explain.

Pakistan is Bollywood's second biggest foreign market. Last year, Pakistan's box office receipts jumped by 28% while India's domestic box office collection fell 6.7%.

Decline in Bollywood's revenue at home is forcing the Indian movie industry to look to Pakistan for growth. Part of the Indian strategy is to feature Pakistani actors and artists in its productions to increase Bollywood's appeal to Pakistan's growing moviegoers market.

The money earned by Pakistani actors working in Bollywood is minuscule compared to the business Bollywood films are doing in the rapidly growing Pakistan market.

Pakistani Actors in Bollywood: Fawad Khan,  Mahira Khan, Mawra Hocane


Bollywood ticket sales fell by 6.7% to INR 2,568 crore ($385m) from 2014’s total of  INR 2,754 crore (US$413), according to figures published by India's Business Standard. Alarmed by declining sales, Disney Studios have decided to pull out of India.

After suffering huge losses at the domestic box office, the most recent one being Ashutosh Gowariker's Mohenjo Daro, Disney India - the company formed after Disney acquired controlling stake in UTV - has pulled the plug on all things Bollywood. Instead, Disney will only focus on its Hollywood films distribution, licensing and merchandising business in India, according to India Today.

On the other hand, Pakistani cinema, though small, is growing very rapidly with the explosive growth of multiplex theater screens. Pakistan's "The News Sunday" estimates that box office receipts in the country jumped 28 per cent in 2015 as compared to 2014 and this figure is only expected to grow in coming years. On Eid ul Azha this year, the top 3 highest-grossing films were all produced in Pakistan, according to EasyTickets.pk.

Source: EasyTickets.pk

Here's how Indian media and entertainment analyst Akar Patel describes Bollywood's business opportunity in Pakistan:

"In Pakistan, there is a big market for Indian movies in their multiplexes. For decades this revenue was lost to Bollywood because the movies were pirated. Under former president Pervez Musharraf, the official screening of movies was allowed, benefiting both nations. Today all Bollywood movies are shown there. Unfortunately, the current state of ties between the two countries has been allowed to deteriorate so much that we should not be surprised if Musharraf's wise decision is reversed."

It is a win-win arrangement with Pakistani artists working with their Indian counterparts in Indian movies and increasing Bollywood revenue from Pakistan market.

If the anti-Pakistan rhetoric and the attacks on Pakistani artists in Mumbai continue, it is very likely that Pakistan will respond by banning the showing of Indian films in a rapidly expanding market market for Bollywood entertainment. In addition to increasing estrangement between the two neighbors, stopping cooperation and collaboration will be a significant blow for the entertainment industries in both India and Pakistan.

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3 comments:

Riaz Haq said...

A Military Attack on #Pakistan Will Lead to #India's Worst Nightmare. #Kashmir #Modi http://thewire.in/68370/a-military-attack-on-pakistan-will-lead-to-indias-worst-nightmare/ … via @thewire_in

The key to peace in the region is to tackle the roots of the tension, which is the dispute over Kashmir.

Delhi’s decision, in the aftermath of the Uri attack, to ‘go on the strategic offensive’ against terrorist attacks launched with the support, if not connivance, of the Pakistan government has been noted all over the world. Few commentators had expected any other reaction. But unless it is planned meticulously with a precise definition of its objective and a careful appraisal of the alternatives for achieving it, such a shift is fraught with danger.

Indian TV has been baying for blood, but the goal of the Modi government should not be to ‘punish’ Pakistan for its sins, but to force it to give up using terrorism as a tool of foreign policy altogether. Such an effort is long overdue, but cannot be made by India alone, for the circumstances of Pakistan’s birth ensure that the entire nation will willingly commit suicide rather than bend its knee to India.

India can achieve this goal only in concert with other nations and heads of government. As the almost empty UN General Assembly hall to which Pakistani Prime Minister Nawaz Sharif gave his address so eloquently showed, the time for a concerted effort to get Pakistan off this track is ripe. So the relentless, ugly, jingoistic drum-beating that is being indulged in by TV channels vying for TRP ratings, and the threats of disproportionate retaliatory strikes being voiced by RSS/BJP functionaries, is not only unnecessary, but is also likely to prove self defeating because it is arousing dormant fears in the rest of the world not only of a nuclear war in South Asia, but of the prolonged nuclear winter that will follow in its wake.

Lest this sound fanciful, we need only remember that a mere 20,000 tonnes of sulphur dioxide spewed into the stratosphere by the eruption of Mount Pinatubo in the Philippines in 1990 brought down the global average temperature in 1991 by half a degree Celsius and caused a severe drought in sub-Saharan Africa. We have no precise idea what a full-scale nuclear war will release into the atmosphere, but it is also worth remembering that 650,000 years ago, during the coldest ice age of the past million years, the global average surface temperature was only five degrees below what it is today.

Riaz Haq said...

MUMBAI: Bans imposed on each other by the film industries in India and Pakistan threaten to endanger a burgeoning cross-border business that's worth more than Rs 100 crore even by conservative estimates.
Try this for size: about 50 Bollywood films release in Pakistan now every year and on an average, each makes at least Rs 1.5 to 2 crore. The biggest grossers in Pakistan in the last three years include the Aamir Khan thriller Dhoom 3, which earned Rs 16 crore, Raju Hirani's PK which spoke out against organized religion, Bajrangi Bhaijaan which dealt with an Indian youth's journey into Pakistan to reunite a child with her parents, and Sultan which muscled its way past all the others at the box-office (Rs 22 crore).
The ban on screening Indian films in Pakistan was formalised at a meeting of exhibitors and distributors in Karachi on Thursday and was in reaction to a resolution by a film producers' body in India against use of Pakistani artistes in Indian films. Analysts say the ban in Pakistan will hurt the country's domestic market as well, which is showing signs of recovery after decades of Islamisation and strict censorship.
A four-decade embargo on Indian films (imposed after the 1965 war) was lifted in 2007. "For either to take such a decision now means they've put commercials on the backburner after building bridges," says Avtar Panesar, vice president-international operations at Yash Raj Films in London. "From an overseas theatrical revenue perspective, Pakistan wasn't even in single digits 10 years ago and now it's gone up to 12 percent. In fact, for big Bollywood releases, it's often the number three highest-grossing territory after US and UAE. They're a substantial market for us and only becoming bigger. In fact, Pakistan has climbed the ranks so rapidly that once their market is more mature, it should theoretically become the largest international market for Indian films," he says.
Pakistan's love for Hindi films continued through the years when Lollywood (derived from Lahore, its city of origin) went into decline, total number of movie halls fell to about 30 and the industry produced not more than two releases in a year. The Pakistani viewership depended on piracy to sustain its interest in Hindi films.
"For us, it was about bringing legitimacy to Hindi films being watched in Pakistan via pirated circles," recalls Mukesh Bhatt who along with his brother Mahesh were part of a bilateral team of filmmakers and exhibitors who initiated a dialogue to allow Indian movies into Pakistan once more.
It was during Pervez Musharraf's regime that the iron curtain finally lifted. Audiences returned to the theatres, new investors stepped in and deteriorating Pakistani creative content too saw a revival. State-of-the-art multiplexes are currently the toast of every town.
Today, the Pakistani film industry boasts a $30 million box office and 116 screens. Six to ten Pakistani films have been releasing every year with the biggest grosser not less than $4 million.

http://timesofindia.indiatimes.com/city/mumbai/Cross-border-bans-hurt-filmmakers-in-India-movie-halls-in-Pakistan/articleshow/54758243.cms

Riaz Haq said...

A dark cloud has hung over Delhi these past few weeks, and it isn’t just the pollution. Ever since a September attack by militants in Kashmir killed 19 Indian soldiers, war has been in the air. And, as with the pollution, no part of life here is unaffected. A 65-year-old water-sharing pact between India and Pakistan is apparently being reconsidered. The famous Wagah checkpoint – where audiences watch Indian and Pakistani border guards trade high kicks and handshakes – was briefly shut to the public, reportedly after Pakistani revellers pelted the Indian side with stones.

And last week, after India announced its troops had launched “surgical strikes” in Pakistan-controlled Kashmir, the Indian Motion Picture Producers Association said it, too, was on a war footing. The legion of Pakistani actors and technicians in Bollywood, and other Indian cinema hubs, would be banned from working “until normalcy returns”, it said. The organisation’s president, TP Aggarwal, went even further, saying Pakistanis would be banned from the industry “for ever”, and asking the Indian government to boot them from the country.

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Divya Spandana (also known as Ramya), another Indian actor turned politician, was threatened with a civil sedition charge after visiting Pakistan in August. Her crime? Saying India’s rival was “a good country, not hell”. Meanwhile, Pakistan’s cinema lobby has called the restriction on its nationals “deeply regrettable”, and announced its own embargo, pulling all Indian films from Pakistani screens. Indian cinema was already banned in Pakistan for 43 years, after the second Kashmir war between the countries, and only permitted again in 1998. On Thursday, Indian sitcoms and soap operas – already restricted on Pakistani television to 86 minutes a day – were also completely banned by the country’s media regulator.


https://www.theguardian.com/world/2016/oct/09/indian-films-banned-pakistani-actors-ejected-how-the-kashmir-crisis-is-hitting-bollywood