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Bollywood's latest blue-eyed boy

Source : BUSINESS_STANDARD
Last Updated: Tue, Nov 03, 2009 19:50 hrs

Ranbir Kapoor is raking in Rs 5 cr for each film.

In just three years, Ranbir Kapoor has achieved something that took Shah Rukh Khan eight years.

He is raking in Rs 5 crore a film, compared with Rs 3 crore last year when his second film, Baachna Ae Haseeno, was released. The man, who made a disastrous debut with Sanjay Leela Bhansali’s Saawariya, hasn’t looked back after his second film did decent business. And Wake Up Sid, produced by Karan Johar, has seen renowned filmmakers noting the latest Kapoor sensation’s box office appeal.

Predictably, producers are running out of adjectives to praise him. Apoorva Mehta, CEO, Dharma Productions, the producer of Wake Up Sid, says Ranbir’s performance has made the film a success. "He has all the qualities an average Indian seeks — an obedient son, talented actor, great looks. He is vivacious and that connects him with today’s youth."

His brand endorsement value has also zoomed. Kapoor is now getting Rs 3 crore for each endorsement, from roughly half that amount two years earlier, when he signed up for Pepsi.

"He has a universal appeal which works well for any brand. Ranbir is God’s gift to advertisers but he has to sustain himself," believes ad guru Prahlad Kakkar.

With big-ticket flicks like Ajab Prem Ki Ghazab Kahani opposite Katrina Kaif and Yash Chopra’s Rocket Singh, Prakash Jha’s Rajneeti and Anjaana Anjaani with Priyanka Chopra, Kapoor is miles ahead of other actors in his age group — Imran Khan, Neil Mukesh and Harman Baweja.

"Ranbir is a youth icon and has a bright future. He has the privilege of working with the best in the industry — be it filmmakers or stars," says film analyst Komal Nahata.

"Imran needs a hit to bring him back in the race, while Neil has played intense characters so far, which has only a niche appeal," says Sonu Lakhwani, Vice President, Percept Talent Management.

Industry sources say Imran, Kapoor’s closest competitor, charges around Rs 3 crore a film, while Neil earns close to Rs 1.5 crore after the success of New York.

While stars like Shah Rukh Khan, Hrithik Roshan, Aamir Khan and Akshay Kumar are in a different and higher league, demanding revenue share, etc, Kapoor still has the biggest advantage over them — age is on his side.




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