Disney’s big plans for ‘localization’ stutters.
By Akanksha Warrier
MUMBAI: Pakistani actor Fawad Khan may have managed to become the talk of the town for his suave charm and good looks, but his film Khoobsurat has got a lukewarm response at the box office.
Khoobsurat, which is Fawad Khan’s first Indian film managed to gross around Rs. 11-12 crore in its first weekend in theaters, according to Bollywood website koimoi.com, a meagre amount for a film to have made in these 100 crore times.
An official remake of Hrishikesh Mukherjee’s Rekha-starrer that was made in 1980, Khoobsurat didn’t do much for anyone. Film industries thrive on remakes when the going gets tough. But we wonder if remakes are truly a good idea. Another 80’s movie that has been remade this year is Farooq Sheikh and Deepti Naval starrer ‘Chashme Baddoor’. This remake fared moderately at the box office, and received average to positive reviews where, Ali Zafar and South star Taapsee Pannu play the 80s couple, from the original.
A 1983 movie, ‘Himmatwala’ was the biggest hit that year, and it catapulted the stars to bigger fame. Sajid Khan for his directorial debut attempted a remake this year – only to fall flat on his face. Ajay Devgn and newbie Tamannah were pitched in starring roles – and did nothing to redeem the flailing project. Regardless of the exceptions such as “Devdas” and “Agneepath”, the remake algorithm seems to have quite a few flaws.
Except for the fact that it’s a remake, what’s interesting about “Khoobsurat” is that it’s a Disney film. Produced by the worldwide giant’s Indian subsidiary, it is the first Hindi-language film for many years to be officially branded as a Disney movie in India – marking a new stage in the US group’s faltering attempts to expand in the country’s crowded local market. Disney has pursued a strategy of “localization”. Khoobsurat marks Disney’s attempt to align its brand with an Indian cinema-goer’s taste.
Whether or not Khoobsurat is making enough money, however, the audience seem to be enjoying it. It has managed to receive an overall positive response from its audience.
The film will also do well in overseas market, especially Pakistan, as it features Khan in the lead role. Khan has a huge fan following in the neighboring country and hence his first Bollywood debut film is expected to fetch a good start.