'Dabangg' Setting new benchmarks

Records are meant to be broken and DABANGG is doing just that. It's on a record-breaking spree. Previous records, at practically all centres, have been vanquished. Chulbul Pandey is the new hero and DABANGG, the new blockbuster.

This isn't the first time Salman Khan has created history. It started with MAINE PYAR KIYA, which brought viewers back to theatres. In hordes. Then HUM AAPKE HAIN KOUN rewrote the rules of the game. Now DABANGG has emerged a monstrous hit. It's the new benchmark for success.

What makes DABANGG a roaring success? I asked this question to several prominent film-makers [including DABANGG producer Arbaaz Khan] and top notch distributors [read comments below]. First 3 IDIOTS and now DABANGG have opened the eyes of the film fraternity vis-à-vis the volume of business. But, like I said earlier, this is just the beginning. It's the tip of the iceberg.

Now let's talk economics. DABANGG is an expensive film for two reasons: Presence of an A-list actor [Salman Khan] and high-voltage action scenes. Action films cost more than a love story or family drama. The cost of production of DABANGG works out to approx. Rs. 30 cr., while an additional Rs. 10 cr. was spent on P. & A. That takes the total to Rs. 40 cr. Now add Salman Khan's remuneration [Rs. 15 cr. - official sources have confirmed it] and the final cost stands at Rs. 55 cr.

The cost - on the higher side - doesn't seem high anymore. For, at the rate DABANGG is faring in the domestic market, the amount should be recovered from India theatrical alone and the returns/price fetched from Overseas, Music Rights, Home Video, Satellite Rights and Tamil & Telugu Remake Rights will only add to the profits. Jab uparwala deta hain, chappar faad ke deta hain.

VOICES OF TOP LEAGUE DISTRIBUTORS & EXHIBITORS

"You can't explain the phenomenon. Everybody expected it to be a big weekend, but this big nobody could foretell. If you make an entertaining film, the potential is very high. DABANGG proves it."

- AMAN GILL

"Honestly, it's a one-man army called Salman Khan. Also, the film has been brilliantly marketed and the credit goes to Salman again. His acting and promotional skills have resulted in this success."

- ASHOK AHUJA

"I think everything has worked for the film. The timing of release, the kind of film it is and most importantly, Salman Khan."

- MAHENDRA SONI

"I will cite two factors - music and promotion. After a long time moviegoers are throwing coins and dancing on the songs. Also, hats off to Salman Khan for promoting the film to the optimum."

- SANJAY CHATAR

"The credit goes to Salman Khan. It's a one-man show."

- SANJAY GHAI

"I can describe DABANGG as a modern SHOLAY as it has all the ingredients for classes as well as masses. It has long legs and I foresee a dream run at the box-office. The Khans are laughing all the way to the bank."

- SUNIEL WADHWA