REVEALED: How Raees Had A Wider Release Than Kaabil

Cinekorn Entertainment can boost of distributing superhit Bollywood films like Salman Khan’s Bajrangi Bhaijaan, Akshay Kumar’s Rustom and latest one being Hrithik Roshan’s Kaabil. Not only Bollywood, Cinekorn also has distributed films like 300, Godzilla and Batman Vs Superman. All this is under the able leadership of Mr. Kalapi Nagada.

We got an opportunity to speak to Mr. Nagada and get his insights on various things including the latest Raees and Kaabil box-office clash and the craze of Bollywood in Germany for SRK and Aishwarya Rai Bachchan.

Can you tell us something about Cinekorn’s inception? What was the journey like? 

Cinekorn was founded in 2009 with a perception to fundamentally distribute films overseas and gradually diversify into satellite, digital and theatrical distribution. With a library of more than 150 south dubbed films across all electronic rights formats, Cinekorn is one of the largest content houses in the media space. On the theatrical front, we proudly distributed hits in the past years like 300, Godzilla, Batman Vs Superman, Rustom and finally Kaabil. The journey has been exceptionally intrepid but an enduring one.

What has been the key to expansion of the business? How has the global reach increased over the years?

The key behind these expansion plans is the multifariousness of theatrical distribution in India and South East Asia. We tasted the blood which turned to be sweet after distributing English films like 300 Rise of An Empire & Godzilla. Cinekorn has one of the strongest distribution networks in South East Asia like Malaysia, Singapore, Sri Lanka and many more. With a continuous flow and supply of good movies the network has turned stronger and transparent as a result of which we are working with top notch studios because of our fair and transparent reporting.

Cinekorn has had some big ticket films like Bajrangi Bhaijaan and Airlift to name a couple, latest being Kaabil, is there a different approach to distributing the film when it’s a big star film?

Cinekorn takes maximum care while distributing such big ticket films as bigger the star cast more is the responsibility of distributing the same in the right manner. Along with a big star cast it is absolutely necessary that Cinekorn takes care of the genre of the film and the target audience targeting the right mix and distributing the same in the necessary pockets. For instance Bajrangi Bhaijaan was extensively marketed in single screens using common marketing instruments like posters, merchandize, etc while a film like Airlift & Rustom were marketed keeping in mind the multiplex audiences using social media.

How differently does film distribution work in Bollywood as compared to the movies of the South?

Distribution of South films is completely reverse to that of Bollywood. The biggest difference is that there is no marketing cost of the film involved. There is a strong belief resonating amongst the audience that they should have complete faith in the makers of the film and the actors. Hence there is absolutely no promotional cost involved except for a music launch and promotional posters if any. Producers of South films will never market their films through Print media, TV or radio. Social Media integration is done at an individual level. It is very surprising that a box office figure of Rs.100 Crore is achieved for films without any marketing spend. Such is the faith and confidence of the audience on the movie makers and the stars. Single screen films with morning shows as early as a 7.00 am show especially for the bigger films are the most peculiar and interesting distribution methods of a film in the South. Hence South collections are completely driven locally. We have successfully distributed several Tamil films like Sowcarpettai, Eeeti & Wagah.

With respect to the much spoken about Raees-Kaabil clash, was there a different strategy adopted to distribute this movie?

Yes. This can be affirmed with the number of screens it has been released in.

Raees was a wider release whereas on the other hand Kaabil was a smart release.

Centres were meticulously selected which will not only recover the print cost but also lead to surplus profit. We ascertained an escalation in the number of screens during the first weekend. Hence, everybody’s remuneration and gains are far more than expected.

Is the Indian cinema well accepted and widely seen in countries like Russia and Germany? Is there any specific genre they prefer more?

Russia and Germany have been Bollywood lovers since years. Veterans like Mithun Chakraborty and Raj Kapoor are treated as Gods in Russia. Songs like “Jimmy Jimmy Aaja Aaja” from the famous movie Disco Dancer still plays in most of the retro bars and discotheques which goes on to show the love  towards these actors. Germany is profusely in love with Shahrukh Khan & Aishwarya Rai Bachchan such that their movies are dubbed and sub titled in German and are released on a local scale. But the love for Bollywood will never die for in spite of the cultural difference, the aesthetics of the audience do match that of India. Hence Bollywood films will always work there.

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