A still from Yash Raj Films’ Roadside Romeo

Bust to boom

The most powerful evidence that authentic family fare has high demand here is the list of Hollywood films that are screened in Calcutta. While mainstream English cinema has a decent box-office track record across the country, it seems to leave Calcutta cold. Many a box-office blockbuster and critically-acclaimed film has come and gone in week one, playing to near empty halls. Yet when it comes to films largely targeted at children, the figures have looked far better in the past few years.

Superhero flicks — from Spider-Man to Superman — and animation films — from Shrek to Surf’s Up — have emerged as box-office biggies. Many have enjoyed an extended run at city cinemas, thanks in no small measure to the multiplexes. “Multiple screens have provided a platform for more content and wider release which kiddie films have benefited from immensely,” explains Vikas Syal, regional general manager, INOX Forum.

Plexes may have paved the way, but it was the arrival of desi content that turned the tide in the genre’s favour. In end-2006, an animated Hanuman took screens by storm. Kids loved the long-jumping avatar of the god, so much cuter than any live-action version of him seen before. The crowds can’t wait for more. “People are already enquiring about the release date and timings of Ghatotkach,” adds Syal.

“Anything that tugs at the Indian heartstrings works on cinema screens and the overwhelming success of Hanuman was testimony to this,” says Arijit Dutta of Priya Cinemas. With Hanuman hitting the box office bull’s eye — running for an impressive eight weeks in some city cinemas — a flood of children’s films followed in the next few months.

“Bigger films like Spider-Man 3 and Harry Potter and the Order of the Phoenix undoubtedly did great business, but even lesser-known animation films like Surf’s Up and Ratatouille had occupancies in the range of 60 per cent,” says Subhasis Ganguli, regional general manager, INOX City Centre. Which is impressive if one takes into account that many big-budget mainstream Hollywood films in 2007 — The Bourne Ultimatum and Michael Clayton included — have registered less than 50 per cent footfalls. While Oscar-winning films like There Will Be Blood and No Country for Old Men are yet to fix a release date in the city, Ratatouille and Surf’s Up — nominated in the Best Animation category — have come and gone after a happy run. Even newer films like Horton Hears a Who! and The Spiderwick Chronicles have found screen space before the best “adult” films of the year.

No kidding

Hanuman and (above) Happy Feet: Two films that paved the way for the success of children’s films in Calcutta

The arrival of the plexes and Indian content may have brought children’s films into the limelight, but it is the change in movie-viewing behaviour that has worked the magic. The growing practice of bulk purchase of tickets by schools has caused business to soar. “Children with their families were always coming in, but now the trend of block bookings has seen the genre scale new heights,” says Syal of INOX. The children’s films category has grown by 80 per cent in the past two years at INOX Forum.

“Not only do children’s films entertain, most also have a message, with many of our students going back for a repeat watch,” says Malini Bhagat, principal, Mahadevi Birla Girls’ High School, which plans movie outings for the students at least twice a year.

With a trip to the movies no longer a treat reserved for the weekend, kids troop in even during weekdays, contributing to further box-office gains. “INOX Forum has received block bookings for Horton Hears a Who! even on a Wednesday,” says Syal.

International animation films have always done an impressive job at layering meaning — keeping it simple enough for children on the surface, throwing in puns and pop-culture references for the adults to relate to. “Those two hours spent watching an animation flick and eating popcorn with my six-year-old son is time well spent. What’s more, I enjoy the movie too,” says Mehul Khanna, software professional. While Indian endeavours have not reflected that same sophistication as yet, films such as Bhoothnath and Ta Ra Rum Pum have tried to bridge the gap.

Keep watching

Following in their footsteps is the animated Roadside Romeo, a Yash Raj-Walt Disney project for which Saif Ali Khan and Kareena Kapoor will lend their voices. The Saif-Rani Mukerji starrer Thoda Pyaar Thoda Magic — a fantasy film — is all set for a June release. Ajay Devgan is also coming up with Toonpur Ka Superhero while Karan Johar’s Dharma Productions will present Kuchi Kuchi Hota Hai — the animated version of its 1998 blockbuster.

Percept Picture Company — behind super hit Hanuman — also has big plans. “Children’s films have always been neglected in India, but things are definitely changing now. Our success with the genre has encouraged us to plan India’s first animation superhero,” reveals Ashok Ahuja, director, sales and distribution, Percept.

Growing acceptance has led to growing confidence. Traditionally, children’s movies have always been known to do well only during the holiday season, but now efforts are being made to promote children’s films at other times too. “Contest-driven activities and freebies go a long way in drawing in the kids,” says Abhishek Raina, marketing head, Fame Cinemas.

There is still some ground to cover on this front. “Children’s films do great business only during school vacations. The genre will take some time to establish itself as one that will give great returns even when its films are released in the non-holiday period,” says a representative of a leading Hollywood film distribution company.

And though Calcutta likes its family fare, here, as in most other genre, the city has some growing up to do. “As far as children’s films are concerned, the eastern India market still has a long way to go before it can catch up with the business generated in the other metros,” says Arijit Dutta.

But as long as the films keep coming in, the kids — and their parents — are as pleased as popcorn.

SUMMER’S FAMILY FARE

Bhoothnath

A little boy moves into a new house and befriends the ghost who haunts it. The film, which released last Friday, has struck gold with kids and families flocking to the halls to catch a glimpse of the Bachchan-Banku bonding.

Chronicles of Narnia: Prince Caspian

The sequel to 2005’s The Lion, the Witch and the Wardrobe, Prince Caspian chronicles the lives of the four Pevensie children as they set out on yet another adventure. Riding on a lot of hype, this fantasy film is slated for release on May 16.

Ghatotkach

Based on the antics of the loveable Ghatotkach, son of Bheema, this big-budget animation film hopes to strike it big with the little ones. For starters, it is being screened at the upcoming Cannes Film Festival.

Dasavathar

Another desi animation film based on the 10 avatars of Lord Vishnu.

Kung Fu Panda

An animated film about a lazy panda who learns martial arts to fight his enemies — with hilarious results. Voices by Dustin Hoffman, Jackie Chan, Angelina Jolie, Jack Black and Lucy Liu.