London, Dec. 18 :
London, Dec. 18:
A Bollywood film has made it to number three in the UK film charts, the highest position an Indian movie has attained in the mainstream British Top Ten.
Kabhi Khushi Kabhie Gham - or K3G as the film is called on teeshirts and other merchandise handed out by Yash Johar, the producer, at last week's London premiere - has had a 'stupendous weekend' with a taking of £473,355, its UK distributor, Avtar Panesar, of Yashraj Films,
said today.
Entertainment Data International, an independent organisation that monitors box-office taking, backed up his claim.
'Kabhi Khushi Kabhie Gham has created history in the world of Indian cinema,' gushed Panesar. 'I am confidently expecting it to take £2 million in the UK.'
That would beat the present record of £1.75 million set by Kuch Kuch Hota Hai. 'Mohabbatein took £ 1.1 million, Dil To Pagal Hai £990,000 and Lagaan £650,000,' said Panesar.
With Christmas and New Year holidays yet to come, he has high hopes for K3G.
'Indians can watch only so much of the Queen (making her Christmas broadcast). So what do they do? They go and watch a movie.'
No film has achieved the much-sought-after crossover, though there were high hopes for Lagaan. Asoka, despite an expensive marketing campaign and the release of over 80 prints, also failed to attract a non-Asian audience to any significant degree. This is why distributors like Panesar are now concentrating on what they see as their core Asian market.
With 55 prints, all sub-titled in English, K3G has pulled in traditional Asian audiences, especially since the cast includes all the big names of the industry from Amitabh Bachchan to Shah Rukh Khan and Hrithik Roshan.
What is different about Bollywood films is that some cinemas, which are more used to screening Hollywood movies, are now willing to show offerings from India. One such is a prime location, the Warner Village, a multiplex in Leicester Square in the heart of London's West End. So great was the Indian rush to see K3G that the film proved more popular than the competition, including Harry Potter and The 51st State, according to Panesar.
At traditional Asian venues, the tills have been ringing with pounds flooding in.
At most of these venues, more than one screen is devoted to K3G, said Panesar. 'K3G was always tipped to be big, and the Cine UK chain opened with five screens at their Feltham site, Warner's Birmingham opened with four screens, UCI Manchester with three and Odeon Bradford with two. Bradford also had an additional three screens at their newly-opened Cineworld Bradford whose grand opening was advanced by four weeks to cash in on K3G.'