'Adulterated' fun earns big bucks for Bollywood

MUMBAI: After braving a five-month financially dry spell in which cricketing extravaganzas (World Cup and T20) eclipsed all things Bollywood, audiences are back in theatres and films are raking in moolah. Adult certification is no longer a deterrent as has been proved by the success of Delhi Belly and Murder 2.

The second-half of 2011 has been good for the film industry so far with Delhi Belly netting Rs 36 crore within a week of hitting the screens and Murder 2 earning Rs 7 crore on Day I of its release. Amitabh Bachchan starrer Bbuddhah Hoga Tera Baap, which holds a U certificate, is turning out to be quite a crowd-puller too and has raked in Rs 9.75 crore in the first week.

Trade analyst Amod Mehra said, "Delhi Belly and Murder 2 have changed the popular perception that adult certification prevents people from going to theatres. Irrespective of the fact that the content of today's films is debatable, people are thronging cinema halls."

Despite the use of cuss words and abusive content, Delhi Belly is moving towards attaining the status of a cult youth film. Murder 2 has had a successful week at the box office even though it was dubbed a "dark and sadistic" film.

Komal Nahata, also a trade analyst, said, "Only one section of film-goers is criticizing the films. Those who like them are lining up at cinema halls."

Independent distributor Suniel Wadhwa said, " Aamir Khan has once again proved his marketing genius with Delhi Belly. Bbuddhah Hoga Tera Baap fetched Rs 13.50 crore for satellite rights."

The first half of 2011 will be remembered as one of the biggest dry spells for the film industry. Three and a half months of cricket ensured that a few big films released during this period. The combination of cricket World Cup and IPL kept film-goers away from cinema halls and Bollywood had to make do with poor revenue. But reception of movies released just before and after the cricketing season was encouraging with films like Tanu Weds Manu, Haunted, Faltu, No One Killed Jessica, Double Dhamal, Yamla Pagla Deewana and Ready doing well at the box office.

Wadhwa said, "Salman Khan's Ready collected Rs 119 crore in the domestic market. This is nearly 40% of the total business in the first half of 2011."