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 At least two movie studios in India are focusing on
franchises, developing stories that will span three films.
In the past, the Indian film industry has used the term
"franchise" loosely. Typically, producers inch their way toward
sequels, greenlighting them only when the first film is a hit.
The "Krrish" superhero series and the "Dhoom" action franchise
started as one-offs a decade ago, but the third films in the
series released in 2013, earned more than $40 million at the
Indian box office.
Bollywood is hungry for more franchises to repeat that
performance. Eros International Media , one of its biggest
studios, has launched an in-house production wing to "build
franchises with lasting value," it said in a press release.
Independent studio Abundantia Entertainment recently released
"Baby", a fast-paced thriller about an elite anti-terrorist
squad, which opened to glowing reviews. Work on a second film
has begun.
"Franchises are about creating long-lasting brands. If it has
worked in other sectors in India, why not entertainment?" said
Ajit Thakur, head of Trinity, the Eros wing for franchises.
The studio board includes David Maisel, the former chairman of
Marvel Studios, whose comic book characters "Captain America"
and "Iron Man" were effective movie franchise anchors.
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The source of the franchise fervor is Hollywood, where such films
are top grossers at the box office. Even in India, the top Hollywood
hits over the last three years have been franchises such as
"Avengers", "Spider-Man" and "Transformers". They have done well
because of recall value among young moviegoers.
"India is skipping generations in terms of audience tastes," said
Vikram Malhotra, head of Abundantia Entertainment. He said young
adults were aligned to the West in terms of what they watched.
Bollywood is notoriously short-sighted about its content, and
studios and producers often back stars rather than scripts. Thakur
of Trinity said backing a franchise was risky in an industry that
does not believe in long-term planning.
"It is going to be new for the market, thinking like this," Thakur
said. "We will only greenlight a film if the character graph can
span three films."
But it won't be an easy decision.
"What if the first one doesn't work?" asks Vijay Krishna Acharya,
the writer of all three "Dhoom" films.
(Editing by Robert MacMillan and Tony Tharakan)
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