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Ra.One has a good diwali at the box office

Shah Rukh Khan's Ra.One (Hindi), despite bad reviews, has had a successful extended five-day weekend at the domestic box office, earning around Rs 81 crore net as per boxoffice India estimates.

Anusha Subramanian   Mumbai     Last Updated: November 1, 2011  | 10:19 IST

Anusha Subramanian
Shah Rukh Khan's Ra.One (Hindi), despite bad reviews, has had a successful extended five-day weekend at the domestic box office, earning around Rs 81 crore net as per boxoffice India estimates. The regional versions clocked around Rs 4.50 crore net, thereby taking the total to Rs 85.50 crore.

According to boxoffice India, the Hindi version fell around Rs 4 crore short of the total set by Bodyguard which also had an extended five-day weekend. Bodyguard yielded Rs 86.10 crore (all-India net collections) in its first five days.

The dubbed version in Tamil got a decent opening at the Tamil box office. The collection of the multilingual film was slowed down due to other Kollywood releases like Vijay-starrer Velayudham and Surya's 7aam Arivu. The movie was largely affected by Velayudham and 7aam Arivu, as they occupied 400 screens in Tamil Nadu.

SRK turns 'Ra.One' to marketing gold

Eros International, the co-producers of the film, is however elated with Ra.One's performance at the box office and is laughing their way to the bank. An official statement from Eros International states that Ra.One, which released across theatres worldwide on 26th October 2011, has set a new record at the Indian box office by earning a gross of Rs 170 crore worldwide in the opening weekend (first five days of release).

Ra.One has triumphed at the box office with an incredible weekend gross collection of Rs 137.25 crore (net collection of Rs 96 crore) in India and Rs 32.75 crore overseas.

Ra.One overdose...has paid off!

"The financial success of Ra.One demonstrates the efficacy of our movie monetization model and the unparalleled strength of our marketing and distribution network both in India and globally. Ra.One is a profitable venture and the performance is as per our expectations," says Kamal Jain, Group CFO, Eros International Media.

Jigar Shah, Sr VP and Head of Research at Kim Eng Securities that tracks Eros International which is listed on the BSE stock exchange, says: "Eros has already made a profit of Rs 35 crore after the first five days. The film should certainly run for another 1 week in the cinemas." 

It must be kept in mind that with the Eid holiday coming up next week and no other major film releases, Ra.One stands to have a good extended run at the box office for one more week.

Ra.One, the Sci-Fi super hero thriller, was made for a budget of Rs 150 crore. But unfortunately the film lacks in a good script. The visual effects of the film are good but not out of this world. It's quite a mix of Ironman, Terminator, X-Men all put together. Probably, that's one of the reasons why the producers went all out to promote the film.

The producers, Eros International and Red Chillies, embarked on 360-degree global campaign which had never been attempted by any other Bollywood film. The film tied up with in excess of 25 brands for an amount of Rs 52 crore. These brands include Sony PlayStation, YouTube, Nerolac, McDonald's, Western Union Money Transfer, UTV Indiagames, Videocon, Nokia, Coke, ESPN Star Sports and Cinthol amongst others.

The marketing hype paid off well and the producers recovered a little over Rs 100 crore even before the film released by selling all the necessary rights such as cable and satellite rights, music rights and the marketing rights.

"Ra.One has also been able to set a new benchmark in terms of brand tie ups and merchandising. With Volkswagan, McDonalds, PlayStation and Tag Heur amongst its partners it has opened up a whole new areas of funding and cross promotion. Through pre-licensing of rights and the strong theatrical advances and collections till date, we have already recovered our investment," explains Jain.

Eros expects that the international exposure of Ra.One will continue to grow in the coming months as it continues to take the film to many more countries. The film is scheduled for theatrical release in the first quarter of 2012 across several territories including South Korea, Hong Kong, Taiwan, Russia, Lebanon, Jordan, Syria and Palestine, Brazil, Spain, Italy and Greece.

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