Made in Bollywood, but sub-titled for the world
Bollywood’s clout is spreading beyond Indians in the US, the UK the UAE and Australia. For, movies such as My Name is Khan (MNIK), Rajneeti, No One Killed Jessica, among others, have managed to attract local audiences in markets as diverse as South Korea, Malaysia, Taiwan, China and Belgium.
Just four weeks after its launch in March-end, Shah Rukh Khan-starrer My Name is Khan is among the top ten in weekend box office collections in — believe it or not — South Korea. It was number three in the weekend on April 8-10.
Industry experts say the movie, which has grossed $2.17 million, is expected to make around $3 million in South Korea. Only four other Bollywood films in the UK and six in the US have made more than $3 million in an overseas market.
South Korea turned out to be the fourth-largest overseas market for My Name is Khan after the UK, the US and the UAE. The collections are about half that of the Oscar winner, King’s Speech, which was released on the weekend and has a more global appeal. In the fourth week, it was number three among non-Korean films.