MNIK first truly global Bollywood film, say distributors

Having earned around Rs 150 crore (Rs 1.5 billion/$35 million) worldwide in 10 days, distributors Fox STAR Studios say they are extremely happy with the "truly global" response to Shah Rukh Khan-starrer My Name Is Khan (MNIK). They now plan to increase the Bollywood presence in the Middle East through the film and also release it in countries like Germany, Poland and Egypt.

"We genuinely believe that My Name Is Khan is the first truly global Bollywood film. It has received an exhilarating response in India and the 40 countries that we released it on Feb 12 and we are expecting the same in other countries," Vijay Singh, CEO, Fox STAR Studios, told IANS.

Singh said it has been doing extremely well in the US, Canada, Britain and the Middle East.

Fox STAR, which is the Indian arm of US-based 20th Century Fox International, has planned the distribution of MNIK in a unique way - by releasing it in phases in 25 more countries over the next six months.

"We have planned to increase the Bollywood presence in the Middle East with this film. We have also decided to release it in Germany, Poland and in new markets like Egypt, Syria, Jordan, Lebanon because it is a very globally appealing film," said Singh.

My Name Is Khan, directed by Karan Johar, co-stars actress Kajol. Exploring lives in the post-9/11 period in the US, the movie also has Shah Rukh playing a man with Asperger's Syndrome.

It was even promoted at international platforms like on Britain's Jonathan Ross Show and at the world's biggest stock exchange NASDAQ. It is being released with a record number of prints in many countries.

"In Germany, we are releasing it on 40 screens and we have released it in eight screens in Egypt - which has never happened before. In Syria, we will be releasing it in nine theatres," he said.

To increase the reach of the film, the company has also planned to dub it in German and Turkish as well as subtitle it in Polish.

As for the movie's collections dipping after the opening weekend, Singh said: "Comparing My Name Is Khan with the collections of 3 Idiots won't be fine.

"One needs to understand that December (when 3 Idiots was released) is a holiday period and February is an exam period. While a lot of people don't mind going to watch a movie on December weekdays, it isn't possible during this period."