Arguably Shah rukh Khan is currently the number one star in Hindi cinema: Sajid Khan

Yash Raj Films’ new offering Chak De! India , with Shah Rukh Khan in the lead is, by all accounts, a hit. According to trade sources, it has generated Rs 20 crore within a week of its release in India and collections are likely to pick up in weeks to come. And that’s not counting the overseas collections that the movie will generate.

“ Chak De! lacks a mass appeal and it does not feature Shah Rukh in an avatar people usually associate him with. As a result, the film could not have been an instant hit, but critical acclaim and word-of-mouth is getting the audiences interested in SRK’s ace performance,” says Vinod Mirani, a senior trade analyst.

The fate of Chak De! is important for several reasons - it has, after the debacle of Jhoom Barabar Jhoom and the lukewarm response to Ta Ra Rum Pum , given Yash Raj Films a reason to cheer. Then there’s Shah Rukh Khan’s stellar performance in the film, which establishes beyond doubt that King Khan is here to rule. So will his professional fees currently in the range of Rs 2-8 crores shoot up even further? Unlikely, say trade analysts according to whom he may instead, demand a larger share of the overseas collection. Says Mirani, “Aware of his popularity with the NRI audience, Shah Rukh can ask for the overseas rights of his films. However, this might not be possible when he’s dealing with big production companies like YRF, as they have their own distribution channels. In such cases, Shah Rukh may take an additional charge equivalent to the film’s overseas business or demand a part of the revenue generated from music and satellite television rights.”

Close friend and colleague Sajid Khan believes that hits or misses do not affect a star as big as Shah Rukh. “Arguably he is currently the number one star in Hindi cinema and as a producer or filmmaker you can bank on his image,” says Sajid, adding that Shah Rukh is one of the most intelligent and street-smart actors in the Indian film industry. “He sticks to his strengths and works on elaborate and organised projects, making success almost inevitable.”

Before the release the common perception was that Shah Rukh, the hero of the film was himself none too convinced about whether the film would be successful. Industry-wallahs felt that it was because of his long-standing friendship with the Chopras that he agreed to be a part of the film. As it turns out, the risk seems to have paid off for both sides. Among other things, it puts to rest talks of differences between the two.

Mirani points out that SRK is intelligent enough to work with selective people. “Shah Rukh works mostly with the likes of Yash Raj,

Dharma Productions or his own companies. His biggest hits have been with these production houses and he has been smart enough to understand what works best for him,” explains Mirani.

A likely fallout of the success of the film could be that the star can charge a higher fees for any new brand endorsement deal that he signs, says adman Prahlad Kakkar who has worked with Khan.

His fees for live events could go up as well. Mohammed Morani, a veteran event organiser who has worked with SRK on numerous occasions credits the actor’s versatility as the primary reason for his popularity in live shows. “People like Akshay Kumar, Salman Khan and Hrithik Roshan are far better dancers than Shah Rukh, but SRK has an inimitable charm and conviction that sets him apart. Having him on stage assures us that our audiences will definitely be entertained,” elaborates Morani. According to Morani, doing such events and shows not only helps an actor financially, but also helps him build goodwill. “When people see you working hard and putting your heart in, on stage, live, they applaud your efforts. SRK always puts his heart into a performance and comes out with flying colours.”

So what is it about Shah Rukh that makes him a bigger draw than his equally successful contemporaries like Aamir and Salman Khan? Sajid Khan believes it’s Shah Rukh’s ability to connect with his audience. “Whether you are a 16-year-old schoolgirl, 20-year-old college-going boy, a 40-year-old housewife or a 45-year-old father, you still cry for Aman Mathur in Kal Ho Naa Ho or fall in love with Raj in DDLJ . SRK’s films have a universal family appeal just like Titanic, ET, Casablanca or any other classic. That’s the secret of his success,” analyses Sajid.

Although with films like Asoka, Swades and Paheli the star has shown a willingness to experiment with a variety of roles, it is the success of commercial films like Dilwale Dulhania Le Jayenge, Kuch Kuch Hota Hai, Kabhie Khushi Kabhie Gham… and Kal Ho Naa Ho where-in he plays the romantic lead that is responsible for his iconic status.

A scroll through box-office figures from the last five years suggests that SRK films lead the Bollywood bandwagon in countries like USA, UK, Canada and Africa. The rest of Europe is a smaller market, but nonetheless SRK’s demand in countries like Germany is notable.

That he has managed to create a strong presence in film production also helps. His first production company Dreamz Unlimited along with friends Juhi Chawla and Aziz Mirza gave way to Red Chillies Entertainment. While his initial ventures like Phir Bhi Dil Hai Hindustani and Asoka didn’t do too well, the success of Chalte Chalte, Main Hoon Na , Kaal and Don changed that. Dinesh Raheja, former editor of Movie credits Shah Rukh’s filmmaking efforts by saying “SRK’s making films stems from his desire to bring about a change. Being a part of the industry he understands what can work and what is different and a star like him working in that direction is truly commendable.”

So with the success of Chak De! India and projects like Om Shanti Om generating a lot of excitement months before their release, the future for SRK is looking good. In fact, it’s looking better than ever before.

Source: ScreenIndia