After the success of Vidhu Vinod Chopra’s 3 Idiots (2009), Karan Johar’s My Name Is Khan (MNIK, 2010) and Farhan Akhtar’s Zindagi Na Milegi Dobara (ZNMD, 2011) in Hong Kong, the newest entry in China town is Aamir Khan productions’ Delhi Belly (2011). The film starring Imran Khan, Vir Das and Kunal Roy Kapoor is slated for a theatrical release with Cantonese subtitles in Hong Kong this week.
“While Delhi Belly has already raked in approximately US $3.7 million overseas (GBOC – gross box office collections), in Hong Kong we are targeting a wider audience than just the Indians there. Since the success of 3 Idiots there, Aamir has a huge fan following which will correspond to his production Delhi Belly too,” feels Amrita Pandey, senior vice president, International Distribution, UTV Motion Pictures.
Typically Indian movies are big in international markets like US, UK, Australia, Middle East, Pakistan and Singapore. But now, newer markets like Taiwan, China, Korea, Peru, Italy, Turkey and others are emerging as well. 3 Idiots had its mainstream Hong Kong release after a successful run in Taiwan and South Korea.
“The feedback we received from these markets was that the message of the film and the entertaining manner in which it was narrated was what worked with audiences, regardless of their nationality or ethnicity,” says Chopra, adding that the Mandarin subtitled version of his film had a 27-week run in 14 screens and reaped in box-office collections of US $3 million.”
Previously, the Shah Rukh Khan-starrer MNIK made US $1,70,000, while the multi-starrer ZNMD made a total of US $65,000 in Hong Kong alone. And since the success of these films, the demand for Indian content, which has the ability to cross over, has moved beyond the subcontinent to the rest of Asia.
Delhi Belly will be India’s fourth film to release in Hong Kong. UTV Motion Pictures will release the film in eight screens via a leading cinema chain, starting May 10.