Laughing all the way
Want mega returns on investment? Make a film. Surajeet Das Gupta decodes the boom in Bollywood.
Karan Johar is an astute businessman.
His Dharma Productions made Yeh Jawaani Hai Deewani with a budget of Rs 72 crore.
It had all the ingredients of a masala film: exotic locales, peppy music and good performances by Ranbir Kapoor and Deepika Padukone. The production house, say movie pundits, made a profit of Rs 40 crore by selling the domestic and international theatrical, music, video and satellite rights to an assortment of companies. That's a return of over 55 per cent.
A better investment in these days of gloom and doom will be hard to make.
Johar is not the only one laughing all the way to the bank. UTV Disney, which had bought the domestic rights of the film for Rs 58 crore, has already got a 50 per cent return on the investment. The coming-of-age film has raked in Rs 185 crore in domestic collections alone. Exhibitors are ecstatic.
Ranbir Kapoor has taken another step towards superstardom. He has become the second-most expensive celebrity endorser after Aamir Khan. Padukone has landed in the top bracket of actresses, along with Katrina Kaif and Priyanka Chopra.
Text: Surajeet Das Gupta, Business Standard