Hollywood franchise craze scores over Bollywood charm

In the first half of 2019, Hollywood releases like ‘Avengers: Endgame’, ‘John Wick: Chapter 3’ and ‘Aladdin’ ruled Box Offices in India, say trade analysts

by Anjali Thakur
Published - May 29, 2019 8:17 AM Updated: May 29, 2019 8:17 AM
Avengers

As we enter the second half of 2019, a look at the performance by Bollywood against that of Hollywood reveals that the former had a rather slow Box Office. On the other hand, Hollywood came up with a treat for the domestic movie goers, with Avengers: Endgame topping all charts. 
 

The Avengers movie has not only turned out to be the biggest Hollywood grosser in India, but it has come close to some of Bollywood’s biggest hits too.
 

According to film critic and trade analyst Taran Adarsh, the Marvel film surpassed the opening weekend collections of all Hindi films and emerged as the biggest Hollywood opener in India till date. 
 

The breakout success of the movie smashed two myths about Indian cinema, Adarsh said. 
 

First, it is widely believed that festivals drive traffic in the Hindi film industry. For years, Bollywood stars Shah Rukh Khan and Salman Khan have released their movies on Diwali and Eid-ul-Fitr, respectively. ‘Avengers’ hit the screens on a non-festival day but still romped home in style.
 

Secondly, Endgame’s success comes despite a smaller screen count. Avengers had just 2,845 screens versus big Bollywood releases that go right to the interiors of the country, playing on upwards of 4,000 or 4,500 screens at times, Adarsh noted.
 

Talking about ‘Avengers: Endgame’, Siddharth Bhardwaj, Chief Marketing Officer, UFO Moviez, in a statement said: “Marvel has worked really hard to build each of its superhero franchise fan base. #endgame is dawning audiences for all these individual superheroes. The digitally-connected world helps content creators to activate fans in the deepest corners of the world and @avengers has managed to do this very well.”
 

Meanwhile, films with such hype also excite brands. The interest in Marvel heroes comes as no surprise as it gives brands global recognition.
 

The Avengers Franchise has always been a hit among brands. In 2015, Marvel collaborated with 50 brands for Avengers: Age of Ultron across various categories. At that time, it was touted to be one of the highest brand associations for any film in India. Last year too, several brands collaborated with ‘Avengers: Infinity Wars’. 
 

Considering that this was the last offering from the Avengers franchise, brands tried to cash in on the frenzy. Names like Durex, Kaya Skin Clinic, Skore, Pizza Hut, McDonald's came up with interesting creative inspired by the film. And such hype only helps in getting more audiences to the cinemas. 
 

According to a report in Deadline.com, the Anthony and Joe Russo-directed feature is far and away the biggest marketing promotional campaign in Marvel Studios’ history at well over an estimated $200 million. 
 

The next Hollywood vs Bollywood challenge comes from ‘John Wick: Chapter 3’ that poses a threat to the Ajay Devgn-starrer ‘De De  Pyar De’. And this week ‘Aladdin’ has out-performed two of the Hindi releases – ‘India’s Most Wanted’ and ‘PM Narendra Modi’. With no major blockbuster coinciding with the release of ‘Aladdin’, the film seems to have almost had a free run at the Box Office over the weekend. The Disney film, that released on Friday (May 24) alongwith PM Narendra Modi and India's Most Wanted, is way ahead of the Hindi films in terms of Box Office numbers.
 

In the first three days of its release in India, the Will Smith-starrer earned Rs 22 crore, almost double of what Vivek Oberoi’s Modi biopic could manage. After a small opening, the biopic picked up pace on Sunday, earning Rs 5 crore. 
Sharing Box Office performances of the films over the weekend, Adarsh said the growth of India's Most Wanted wasn't substantial enough.

 

The coming week offers another Hollywood franchise ‘Godzilla: King Of The Monsters’ that hits the theatres in the country in four languages on May 30, a day before it releases in other parts of the world.

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