You are here: Home » Current Affairs » News » National
Business Standard

Can Fitoor recover its Rs 60-cr budget?

A lot is riding on this Aditya Roy Kapoor and Katrina Kaif-starrer, which is an adaptation of the Charles Dickens' classic novel Great Expectations

Urvi Malvania  |  Mumbai 

Can Fitoor recover its Rs 60-cr budget?

In 2013, Aditya Roy Kapoor starred in one of the biggest surprise hits of the year Aashiqui 2, playing the movie's brooding dysfunctional protagnoist, who is a singer-musician. The actor is once again going to play the lead in the romantic drama Fitoor, opposite Katrina Kaif. His 2014 release, Daawat-e-Ishq, failed to make any impact at the box office and so a lot is at stake in Fitoor for him.

The film, directed by Abhishek Kapoor and starring Kaif in a pivotal role, is an adaptation of Charles Dickens’ classic Great Expectations.

Analysts believe the movie’s fate could go either way. While it has a few things working in its favour – the chemistry of the lead pair, the presence of Tabu in the cast, the music, and Abhishek Kapoor’s direction (he has delivered two hits Kai Po Che and Rock On!) — there are many things that can go wrong.

For one, being an adaptation of a classic English novel, the scrutiny around the film in this case, will be great. Additionally, the film’s budget is massive at Rs 60 crore. So the film will need to fire on all cylinders — box office in India and abroad, ancillary revenues — to break even and make profits.

Suniel Wadhwa, independent distributor and box office analyst, says, “Trailer of Fitoor looks visually stunning, which deserves special mention for cinematography and art direction. Marketing campaign is targeted towards both male and female audience with age group of 20-30 getting 60% and above 30 around 40% of the targeted communication. Opening day box office performance looks in range of Rs 7-8 crore, which has potential to grow with word-of-mouth.”

The film has been released in 1,225 screens in India and 460 screens abroad. The distribution strategy is similar to the one adopted by UTV for 2012 release Barfi! and 2014 release Haider. Haider too was an interpretation of Shakespeare’s Hamlet, but was budgeted at almost half the cost of Fitoor.

Dear Reader,


Business Standard has always strived hard to provide up-to-date information and commentary on developments that are of interest to you and have wider political and economic implications for the country and the world. Your encouragement and constant feedback on how to improve our offering have only made our resolve and commitment to these ideals stronger. Even during these difficult times arising out of Covid-19, we continue to remain committed to keeping you informed and updated with credible news, authoritative views and incisive commentary on topical issues of relevance.
We, however, have a request.

As we battle the economic impact of the pandemic, we need your support even more, so that we can continue to offer you more quality content. Our subscription model has seen an encouraging response from many of you, who have subscribed to our online content. More subscription to our online content can only help us achieve the goals of offering you even better and more relevant content. We believe in free, fair and credible journalism. Your support through more subscriptions can help us practise the journalism to which we are committed.

Support quality journalism and subscribe to Business Standard.

Digital Editor

First Published: Fri, February 12 2016. 14:51 IST
RECOMMENDED FOR YOU
.