It took more than 16 tons of tomatoes to make coming-of-age film, Zindagi Na Milegi Dobara, as part of the latest international cinema hit in Bollywood. Feel Good road movie follows the huge success, both inside and outside India, have been taken as evidence that the film is ready for a global launch.
Zindagi Na Milega Dobara (will not resume my life again) follows three young friends on a journey through Spain vocal. The film has recorded more than $ 3.8 million at the international level, the best figures for an Indian publication this year. He also led the charge in a record summer at box office.
Tomatoes were used by the film's director Zoya Akhtar to recreate the chaos of La Tomatina festival in the small town of Valencia Buñol. This attention to detail is another sign of growing confidence that Bollywood could come to a serious challenge to Hollywood for the collection of world cinema.
Headquartered in London, Kishore Lulla, chief executive of Eros International Film Company, said that with the economic growth of India's film industry will grow exponentially over the next ten years. "Once this happens, the marriage between Hollywood and Bollywood will take place," he said in a recent interview. "Bollywood will be of a size that is important for the world."
Eros, which bought and sold Zindagi Na Milega Dobara, has seen its share price rises of over 10% in the last month alone. Created by the father of Lulla in Mumbai in 1977, the company's initial objective was the distribution of Bollywood films abroad. Things began to change after Lulla moved to London and took over a decade later. Eros now has an annual turnover of 75 films as producer, co-producer or the buyer, and a net profit last year of $ 55m on a turnover of 164 million dollars.
"Eros is a very small, but today we are the largest vertically integrated company in India," said Kamal Jain, chief financial officer of Mumbai. "We are the largest film library in 1100 the film, we dub the films into 27 languages and distributes them in 50 countries, and are present in every segment in the production of TV rights to new media."
India produces about 1,100 films a year in various languages, with a major Bollywood film production center in Hindi. KPMG Management Consulting sees huge growth potential in industry media and entertainment over the next five years, from the current $ 17 billion per year to an estimated $ 29 billion in 2015. The heads of Bollywood seem convinced Lulla $ 100 million in 10 years is possible.
Their optimism is based on demographics. Over 350 million Indians are now classified as middle class, most of them young people much more money to spend than their parents had. There is a diaspora of 50 million South Asians, with a fortune estimated at $ 1 trillion and a passion for cinema.
Bollywood is changing as India rises to come. "The film industry has become more professional over the last decade, when the government makes available bank financing," said Thakkar Jehil KPMG. "Professionalism is always a challenge, but companies like Eros have brought a new dynamism."
Disadvantages of the old Indian creative industries have begun to retreat. The producers are no longer dependent shady financiers, many of which are underground. Professionally managed film companies have brought American-style practices study.
Although the number of screens is still very low for a country the size of India, in the shiny new mall multiplexes to charge high ticket prices are attracting wealthy audience. And the diversification of removing the old life and the dependence of death on the box office. "Even before a movie is released it does 60% of their income," said Jain. "The court is the name of the game pre-sales of music, satellite television rights, the rights of radio, new media, such as mobile phone ringtones -. Who sees great growth -. rights of in-flight entertainment, and so on to make matters worse, our huge library accounts for 20% of our turnover, with financial stability. "
But even if Bollywood films are better made and better marketed today, still sings an old tune. As Lulla said, "all Indian films are love stories - the Indians are very emotional as Hollywood in the 30s, is escapist cinema .."
View Zoya Akhtar, a huge impact on satellite television in India will change the public's taste, but the content of Bollywood films to limit their appeal to the international level. "In India, Zindagi Na Milegi Dobara make more money from Harry Potter, which is crazy," he said. "But the non-South Asian audiences, the film would do differently, I want to change the form of language."
