The release of Bumm Bumm Bole has been pushed back by a week. The film was to release on May 7 but will now enter the theatres on May 14. The reason for the shift in dates is that Percept Picture Company that is producing the film, has realised that rather than come in a crowd with biggies like Yash Raj Films’ Badmaash Company, Gurinder Chadha’s English-Punjabi bi-lingual, It’s A Wonderful AfterLife/Hai Mar Java and the much-hyped Hollywood sequel, Iron Man 2, it is more prudent to wait seven days and target a solo release.
“We don’t want to conflict our family audience with too many choices,” reasons Shailendra Singh, joint managing director, PPC.Earlier, the film was scheduled for a Diwali release. The global slowdown and the film industry strike delayed it by six months. “But we’re happy with May. It’s vacation time and children are free of the distractions of exams and their parents of the IPL,” he says.
But aren’t children today more interested in a Badmaash Company rather than a Bumm Bumm Bole? “It’s not Bumm Bumm Bole, it’s Priyadarshan’s Bumm Bumm Bole and he’s a director who has entertained us with Hulchul, Hungama and Malamaal Weekly to name a few in the past. True, Bumm Bumm Bole is not Hulchul but it’s still the correct pitch because we are essentially targetting families and not just kiddies,” Singh argues.
His director has admitted that he’s emotionally attached to this film since it was the first time he was working with two children. “That’s the reason Priyadarshan wrapped up the film in just 90 days and worked at a price he has never agreed to before. And thanks to his nominal fee, the film, with print and publicity, cost us no more than Rs 10 crore which is a steal for a Priyadarshan film,” he reasons.
Singh adds that he’d be happy if it got a good rating from the critics, managed to net in around 60 per cent collections through the first weekend and made a profit of about Rs 2 crore. “That would make it a superhit for us,” he asserts. Wouldn’t the film have benefitted more had it released closer to Taare Zameen Par, Darsheel Safary’s highly acclaimed debut film?
“It might have got us MG (Minimum Guarantee) from the distributors but that’s it. Even that’s not a given since over the last couple of years it’s only consumers and not distributors who buy small films. Bumm Bumm Bole’s success will prove if Darsheel has a fan following post TZP,” Singh says.On his part he’s upbeat because he’s managed to strike a deal with Star TV for the film’s satellite rights for a good price. “That’s a good beginning,” he beams.
Inspired, not a straight lift.The film featuring National Award winners, Atul Kulkarni and Rituparna Sengupta, and Safary and Ziyah Vastani as siblings, is an official remake of the award-winning Iranian film Children Of Heaven (1999).
Directed by Majid Majidiinto, starring Mohammad Amir Naji, Amir Farrokh Hashemian, Bahare Seddiqi, Nafise Jafar-Mohammadi and Fereshte Sarabandi, it is a classic.Singh admits to an official remake but says, “Priyadarshan has given it his own take so you could say it his more inspired than borrowed.”