Dhoom 3 box office collections wave continues, brand value tops Rs 500 cr

Written by Screen Correspondent | Screen correspondent | Mumbai | Updated: Jan 6 2014, 19:15pm hrs
Dhoom 3Dhoom 3 is the fastest film to reach Rs 100 crore in box office collections and was even faster to enter the Rs 200 crore club.
With his last production 'Dhoom 3', Aditya Chopra has managed to surpass all possible box office collections records; be it 'Chennai Express', 'Yeh Jawaani Hai Deewani' or 'Krrish 3'.

The film was considered to be the biggest franchise, with an estimated brand value of Rs 500 crore, according to a survey conducted after the announcement of ''Dhoom 3'.

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Cinegoers thronged the cinema halls to book the best possible seats even before the film released.

Multiplexes likes PVR had begun pre-booking for the film months in advance, due to the phenomenal hype that 'Dhoom 3' had generated.

However, the enthusiasm waned a bit and fans were a little disappointed when they came to know that the IMAX ticket rates would cost Rs 900.

People took to Twitter to express their displeasure.

Exhibitor and distributor Akshaye Rathi says, A stellar cast, stunning action, a story that is absolutely novel for a majority of Indian movie goers, great songs and the coming together of two brilliant minds, Aamir Khan and Aditya Chopra, 'Dhoom 3' had all that it takes to create a hurricane at the box- office.

While almost all records that exist have been shattered, the film is well on its way to set new standards and benchmarks, that can be broken only by an exceptional film.

Number Game

In the first weekend in India, 'Dhoom 3', has collected Rs 189 crore approx, from Hindi, Tamil and Telugu versions (Rs 19 crore from regional sectors).

Taking into account the Hindi version, it managed to garner around Rs 170 crore, which is way higher than 'Chennai Express' which had made Rs 139 crore.

Add to this the movie made about Rs 38 crore in the second weekend in Hindi, taking the domestic total to Rs 227 crore beating 'Chennai Express' (Rs 226.70 cr) to become the second highest grosser just after 'Krissh 3' (Rs 244 crore).

'Dhoom 3' has released in maximum number of screens for any Hindi film till date, be it in India or abroad.

'Dhoom 3' is doing extremely well, and the kind of business it has done so far is unheard of. It is the fastest film to reach Rs 100 crore and was even faster to enter the Rs 200 crore club. Mind you, Aamir gave the industrys first Rs 100 crore film in 'Ghajini', first Rs 200 crore in '3 Idiots' and 'Dhoom 3' has a very bright chance to earn Rs. 300 crore," points out trade analyst Komal Nahata.

Overseas Collections

Overseas has always been a Shah Rukh Khan domain, but as they say records are made to be broken. 'Dhoom 3' has broken all records, be it the highest ever opening in USA, Canada, UK, Pakistan, Australia and UAE collecting over US$ 21 million adding more than Rs 120 crore to the earnings.

Less marketing, more returns

Khan, had once said that he thinks marketing is an essential part of film-making. While, most actors travel across the country to promote their film, and from one TV show to another, Chopra, Khan and the team at YRF made fewer appearances, thus building up the curiosity.

They cashed in on the audience enthusiasm by releasing the motion picture poster in the last week of September, and then gradually started releasing videos and songs.

This just fuelled the curiosity and appetite for the film. 'Dhoom 3' tied up with nearly 200 brands for merchandising with products costing between Rs 70 to Rs 9000.

Screen count

'Dhoom 3' has released in maximum number of screens for any Hindi film till date, be it in India or abroad. In India, the film has about 4460 screens which includes five IMAX screens.

While the number of theatres showing the film in Pakistan is not certain, in North America, it has got 236 screens, 97 in UAE and 30 in Australia.

The film will soon release in other territories like Morocco, Maldives, Rwanda, Lebanon, Egypt, Germany, Peru, Romania, Japan, Russia and Turkey.

Kamal Gianchandani, President PVR Pictures, says, The film is breaking all possible records. The biggest USP of the film is Aamir Khans presence. The film is a well-made sequel to a successful franchise. The date, marketing and distribution strategy worked for the film in more than one way.

They released in maximum screens and their marketing decision of less is more worked.