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MUMBAI: London-listed Eros International has announced that
its film Salaam-E-Ishq, which was released worldwide
on 25 January on an impressive 1200 screens, has grossed over
Rs 500 million in its opening weekend.
Eros India director Viki Rajani said, “With Salaam-e-Ishq
enjoying such a fantastic opening response, the film has superseded
our expectations. It’s evident that audiences have saluted
the flavours of love and appreciated the film worldwide."
With over 3.1 billion tickets being sold in India every year
and the accelerated growth in multiplex cinemas which are
driving ticket prices up, Bollywood is well and truly sustaining
its 21 per cent CAGR growth. As part of its strategy, Eros
is taking a larger slice of the Indian box office and has
set up its own distribution offices in Mumbai and Delhi.
In line with Eros’s strategy to broaden the audience for
Bollywood films beyond the expatriate community, Salaam-E-Ishq
was released with local language subtitles in markets like Germany,
Belgium and Holland through mainstream multiplex chains.
Eros International director Sunil Lulla said, “We are
delighted with the audience response to Salaam-E-Ishq.
Our strategy is a combination of leveraging our distribution
network and marketing muscle globally and looking for opportunities
to open new markets. We remain focused on this core thread
of our business and are excited about our release pipeline”.
After the success of Omkara and Salaam-e-Ishq,
Eros’s global release pipeline up to April includes Vidhu
Vinod Chopra’s Eklavya, Vipul Shah’s Namastey
London, Chinni Kum starring Amitabh Bachchan, Aishwarya
Rai’s Provoked and India’s first 3D animation
film Friends Forever.
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