For the first time in the history of the Hindi film industry, July has been a blockbuster month
The industry would never have expected that the rainy month of July would end the drought at the BO. But this is exactly what has happened. It’s generally the Diwali and Christmas seasons that are known to bring big bucks to producers and theatre owners. July, on the other hand, is considered a low business time, when children get back to school and rains play spoilsport. This time around though, according to trade reports, net collections in the month of July are over Rs 210 crore.
Things were set into motion with Salman Khan’s Ready, which released towards the end of June and continued to perform stupendously at the BO in July. Double Dhamaal too got good collections during the first week of the month. Aamir Khan’s Delhi Belly, released on July 1, also struck gold and since then Zoya Akhtar’s Zindagi Milegi Na Dobara and Emraan Hashmi’s Murder 2 have gone on to become superhits.
Even though Murder 2 was panned by the critics, it earned big bucks and ZNMD too did very well, despite releasing two days after the 13/7 bomb blasts in Mumbai. The fourth Friday of the month, in fact, brought more cheer, as Ajay Devgn’s Singham got the second biggest opening of the year after Ready.
This month there has been an 80 per cent increase in box office business compared to the same period in 2010, making it the best ever July in Bollywood history! This has definitely brought smiles to the faces of distributors who had been struggling through the first half of the year.