Bollywood's ready to take on Team India, lined up a string of releases during IPL

MUMBAI | NEW DELHI: This season, Bollywood's ready to take on Team India, and is not even scared of the IPL googly. After the drubbing in England, followed by the humiliation Down Under, the cricket-crazy nation seems to have developed some kind of a cricket fatigue, and Bollywood, seizing its opportunity, has lined up a string of releases during the busy cricket season.

Unlike the previous four seasons of the IPL, when Bollywood deferred new movie launches during the well-televised IPL season in April-May , this year at least half-a-dozen big films, with close to Rs 200 crore riding on them, have planned their releases bang in the middle of the event. These include Ajay Devgan, Akshay Kumar-starrers as well as a Raju Hirani scripted film.

"IPL has lost its charm," says Utpal Acharya, head of distribution and acquisition at Reliance Entertainment, which has co-produced the Karishma Kapoor-starrer Dangerous Ishq. "We are confident that audiences will visit cinema halls irrespective of IPL this year." Almost all the others who are releasing their films in April-May endorse Acharya's views.

From Sajid Nadiadwala , who is releasing a sequel to the successful comedy flick, Housefull, which has been acquired by Eros, to Vidhu Vinod Chopra, who is releasing the Raju Hirani-written Ferrari Ki Sawari , to the Priyadarshan-directed Ajay Devgan-starrer Tezz, and the Mukesh Bhatt-Emraan Hashmi Jannat sequel --they all think that films will do well this summer.

"People are not only going to watch IPL all of April and May. So, we are releasing Ferrari Ki Sawari during the school vacations, which we think is the ideal time for family audiences," says Samir Rao, chief executive officer at Vinod Chopra Productions. With cricket touching a low after the euphoric World Cup victory last year, Bollywood's taking everything on the front foot.

Says Deepak Marda, joint managing director Cinepolis India, "I believe the lacklustre performance of the Indian team and the lack of buzz around the IPL has given confidence to film producers to schedule their movie releases during the fifth IPL season." The dip in cricket's popularity is evident from the fact that average ratings of the fourth IPL were the lowest among all the seasons.

TRPs of the matches averaged about 3.91 across six metros compared to 5.51 in IPL-3 . In the past four seasons, Bollywood, realising that it couldn't match up to the fire power of IPL, decided to join the cricketing tamasha, with some stars being owners of some teams, while many others endorsing the game's biggest brand by revenues during the games, and at the aftermatch parties.

IPL's impact was so huge that cinema halls wore a deserted look -- some even start showing IPL matches live -- and film producers didn't dare to launch new movies. Before IPL was launched in 2008, the April-June period was considered the best for new movies since it coincided with the vacation for students. Things changed a bit in the past two years, when Mukesh Bhatt's Jannat (in 2009) and the romantic comedy Tanu Weds Manu (2010) bucked the trend and made some money in the middle of IPL season.


"The growing number of movies released every year have led film producers to plan their releases in a manner that they do not clash with each other. This too has led film producers to choose April-May to release their movies ," says Ashish Saksena, chief operating officer of Big Cinemas.

Top executives in the movie hall business, like Sunil Punjabi, chief executive officer at Cinemax agree with Saksena and expect the first quarter of the 2012-13 to be better in terms of revenues than the previous year due to a stronger line-up of movies. Hollywood too has slotted a few releases like Men in Black-3 and The Avengers as well as James Cameron's Titanic which is being re-released in 3D, all which should add to the kitty during the same period.