Michael Jackson film is a sellout

The 110-minute movie will hit multiplexes across the country on Oct 28

This Is It, the upcoming 110-minute film on pop-icon Michael Jackson, has received tremendous response in multiplexes across India with as much as 70-80 per cent of the tickets already sold for some of the initial shows.

This is It will hit the theatres across the world on October 28 for a limited period of two weeks. The film is being positioned as a rare, behind-the-scenes look at Jackson as a performer, his career and his preparation for his last concert that he could not complete.

Jackson, the King of Pop, died on June 25, earlier this year at the age of 50 following a cardiac arrest. Sale of his albums rose sharply after his death.

“The film has got a good response. We have sold 80 to 100 per cent for some of the shows in its 14-day release period starting October 28,” said PVR Cinemas CEO Amitabh Vardhan. The film will be distributed by Sony Pictures India. It will be shown in 55 to 60 multiplexes across the country. Exhibitors include major multiplex chains like PVR, Inox, Cinemax, Fun and Big Cinemas. Not just in the metros, This Is It will also be released across cities like Lucknow, Agra, Chandigarh and Thane.

“We have increased the number of theatres. The film has got good response for the initial shows,” said Cinemax India Vice-president (marketing) Devang Sampat. Commenting on the distribution of the film in north India, Sony Pictures India Regional Manager (north) Nitin Bhikchandani said: “It is the first initiative of its kind. Over 150 prints of This Is It will hit the multiplexes. We have declined several offers for brand association with this film because we want to treat it as a special film.”

Film analysts said the strategy to release it in the middle of the week will give sufficient time for the fans of Jackson to plan. The film showcases rare behind-the-scene footage of Jackson shot with high-definition cameras and with state of the art digital sound.