NRIs lap up desi film fare with a difference

MUMBAI: Just like the rickshawwallah only showed a penchant for Bollywood’s songdance fare, the NRI audience couldn’t get enough of the mustard fields of Punjab, with Yash Chopra and Karan Johar being happy to oblige. However, recent trends indicate that a shift in videsi taste. Earlier this month, Sarkar Raj debuted at No 11 at the US box-office , almost breaking into the Top 10, a tough act considering the size of the market (the UK top ten is much easier).

In its first three days it collected $642,543 according to Nielsen and has tilled over a million. In the UK, the film debuted at No 8, collecting approximately 200,000 pounds on the first weekend. Previous hits in the last six months are Taare Zameen Par (Rs 19 crore); Jodhaa-Akbar (Rs 20 crore) and Race (Rs 16 crore).

“Foreign markets are showing diverse trends,’’ says Priti Shahni of Indian Films. “The demographics of the market are changing because the overseas Asian population is now an eclectic mix.’’ Keeping north Indian fare company in a foreign theatre are south Indian offerings . Regional films like Shivaji and Dasavatharam have also grossed big numbers. Shahni adds, “While a starstudded romantic comedy is still the safest bet, films of different genres too are scoring in the foreign market.’’

Actor Amitabh Bachchan says that the overseas market has always been a bit of an enigma, largely because the opaqueness of the distribution processes. But with the penetration of renowned production houses, corporate and non-corporate , there is credibility and transparency. “My personal reckoning of the issue was guided by the pioneering efforts made by a few enterprising individuals who took me out on worldwide concert tours in the early 80s,’’ says Bachchan.

“The stupendous turnouts and the excitement generated was an eyeopener . How were thousands of stadia filling up with audiences so conversant with our cinema and our stars?’’ Acknowledging the contribution of Yash Chopra, Adi Chopra and Karan Johar who understood the potential of Hindi films overseas, Bachchan adds that the immense popularity of Shah Rukh Khan came as an added benefit and thereafter the market was never the same.

“The same West that virtually scoffed at our content and its escapist song-anddance routine began to see just that as its unique selling point. And the so-called NRI quotient that prevailed began to flourish ,’’ he says. He also feels that the success of Race, Taare Zameen Par and now Sarkar Raj points to a healthy shift towards recognising creativity of a different order. An order that can compare well with what the West produces.

Praveen Nischol, producer of Sarkar Raj, says, “Our film is not conventionally suited to the palate of the NRI. Perhaps after this. realistic, high-drama films will fetch better prices in overseas territory.’’ Producer N R Pachisia, however, says “a lavishly mounted drama has a better chance of succeeding overseas because the NRI loves all things big’’ . He feels that Jodhaa Akbar and Sarkar Raj have worked well also because Aishwarya Rai is a style icon, whom the NRI loves.