When my family decided to go see the popular blockbuster Bollywood movie Three Idiots at a nearby theatre, we were surprised the show was sold out.
As we left disappointed, I was struck by a thought - the film had generated enough publicity overseas for it to rake in millions at the box office, and in turn making it a sought after film in Toronto.My husband reminded me not to be so surprised. Its popularity is because lead actor Aamir Khan (who is also known for producing the movies he stars in), has earned a reputation of being an astute businessman promoting his movies with flair and panache, ensuring his movies succeed. That most of his movies are highly entertaining and almost always a must see is another matter.But marketing movies overseas has become truly big business, raking in millions of dollars for its distributors. In fact, distributing and marketing Bollywood movies overseas is now seen as one of the parameters of a successful Bollywood movie in India today. Not surprisingly then, this mode of business has not been lost on big Hollywood studios who are now lining up to cash in on Bollywood blockbusters. Case in point, the latest Bollywood movie My Name is Khan, released last month.The movie has reportedly made millions in the first few weeks of opening, breaking box office records across the world. In fact, it's reported to have raked in $18 million in the first three days of its opening internationally.The movie has been distributed by international heavyweights such as Fox Searchlight Pictures, which marketed and distributed Slumdog Millionaire, (winner of eight Academy Awards, including Best Picture) for the U.S. market. 20th Century Fox International, on the other hand, has distributed the movie outside of India and the U.S. It is also believed that Fox Star, (the joint venture company of Fox Searchlight and STAR media in India) reportedly acquired the global rights of the movie for a record $21 million - the highest price ever paid by a distributor for a Bollywood film. In the GTA the movie is running in several mainstream theatres. In fact, we in Toronto are lucky because nowadays mainstream theatres - almost all of them - have at least one Bollywood movie running. The movie has a strong social message, and tells the story of an autistic Muslim man (played by superstar Shahrukh Khan) living in the U.S., and the racial attacks his family endures in the aftermath of 9-11. The movie, shot in the U.S. and India, goes on to narrate Khan's journey to visit the president of the United States to tell his side of the story. Barack Obama is played by American actor Christopher Duncan.The film has not been without its share of controversies. In fact, in real life, Shahrukh Khan has been a part of a racial profiling incident in the U.S. Ironically, it happened as he was visiting the United States to promote this very film.Last year, the superstar was detained by customs authorities at Newark Airport. In media interviews, Khan said he was told he was detained because his name "was common to some name that popped up on the computer."Khan who has as wide and far-reaching fan base was taken to a room and reportedly grilled for over two hours. He was allegedly not allowed to use his cellphone and only permitted to make one phone call. Khan faced a humiliating time despite his repeated attempts to tell the authorities otherwise.The funny part is that some Asians in the room he was taken into (also awaiting a check of their visas) even recognized him and asked for an autograph. The authorities, however, would have none of it. Khan even told the officers he was a movie star and that he had just finalized a deal with Fox for this latest movie.Finally, after several diplomatic high-level talks between the two countries he was allowed to go. In fact to end the diplomatic row, it is reported that Arnold Schwarzenegger invited the star to dinner when he went to Washington following the embarrassing incident. As for me, I have yet to go and see the film but hope I don't have to come back home after seeing a sign reading 'Sold Out'. And, I have to see if the movie does real do justice to the hype and the controversy surrounding it.To offer your feedback on this column or suggest future column ideas, contact rakshande.italia@gmail.com