In your own words, how has PBDHH done?
As a producer I can say that the overall collection has been satisfactory. While some of the films that seem to be doing well run in two or three theatres in the city, Phir Bi.. is running in about 20 houses. Also, the opening was good. There was a lull in the second week, maybe because of some adverse reviews of the film in the press. But it has picked up by 30 per cent now. People are watching the film and saying ‘but this is a good film, what was it that I heard’.
Would you say that film has done better than what the media believes?
Certainly. I think there is a section of the media, especially the English press, that looks down upon Hindi films. They will never say a Hindi film is good. That’s a different story. What confuses me is that there have been attacks on the company-Dreamz Unlimited. There have been questions about its competence. We completed the film in 11 months, left nothing incomplete in terms of quality, did a great back-up publicity.
How has the film done overseas?
Reasonably well. But it was not meant for the overseas market. That market demands a soft love story which is not what Phir Bhi.. is.
Was it a big gamble to ignore the overseas market, especially since you are a big brand there?
I think the overseas market has been overhyped. First, the sale of film music rights were overhyped. Now it’s the overseas market. While, on an average about 245 prints are circulated in India, 120 are sent abroad. So logically they expect the returns to be as big as half of the entire collections in India. It’s a big ask. Some films manage it, some films do not.
Phir bi.. was sold in a range of Rs 1.5 to 1.75 crore per territory. Isn’t it low for a film starring you and Juhi?
Yes and that’s why sponsorship makes so much sense. The logic in corporates like Swatch putting money in a film is that apart from the fact that producers like us can sell the film cheaper to the distributor, the intake of funds while the film is being made also helps us put a lot money into the film. This enhances its quality.
There is a trend now among the big banners to target the urban audiences. So, who are Bollywood’s masses now?
I wouldn’t be able to define masses. But yes, films are becoming hip. Five or six years ago, the city-goer had stopped watching Hindi films because there was nothing new and exciting being made. Also television had made a great impact. Now that’s changing.
What would you say is the biggest danger that the Hindi film industry faces today in its efforts to survive?
The formula has to go if the industry has to survive. We have to make real good films that are fresh, like Satya.
Is that the goal of Dreamz?
Yes. We want to make films that are different and more importantly that are technically and qualitatively superior.
When can we expect the next film from Dreamz?
We will start next March. We’ll concentrate on one film at a time.
