Once again, Harry Potter has cast his magical spell on Indian audiences. The last film of the franchise, Harry Potter and the Deathly Hallows-Part 2, has beaten Zindagi Na Milegi Dobara, or ZNMD, starring Hrithik Roshan, Farhan Akthar, Abhay Deol and Katrina Kaif, on the first day at the box office.
According to trade analysts and multiplex officials, the Hollywood flick has recorded 85-90 per cent occupancy, while ZNMD has registered 65-70 per cent occupancy across the country.
In fact, the 3D version of Harry Potter and the Deathly Hallows-Part 2 is said to have reported 100 per cent occupancy.
“At multiplexes, ZNMD has received good response with several properties having 80-100 per cent occupancy. But the response in non-metros and single screens has been average. The film may accumulate a hefty total at the end of the day with gigantic contribution from multiplexes,” said Taran Adarsh, a film critic.
The Hollywood flick was released with 600 prints in 2D and 3D formats, while ZNMD was released in 1,800 screens worldwide. “We were thrilled at the phenomenal opening,” said Denzil Dias, deputy managing director (theatrical), Warner Bros Pictures India, which released Harry Potter and the Deathly Hallows-Part 2.
“Harry Potter has a dedicated fan following, which has grown over the years. The booking advances for the weekend are 35-40 per cent. The hype for the film is tremendous and the successful franchise is expected to garner healthy figures in its opening weekend,” said a multiplex official in Mumbai.
ZNMD, distributed by Eros, has been shot in exotic locales of Spain.
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As far as marketing goes, both the movies were promoted well. For instance, Warner Bros held a movie marathon and a Harry Potter film festival from July 7-13 in Bangalore, New Delhi and Mumbai, at PVR Cinemas. The initiative, the first of its kind in India, had 21 hours of non-stop screening of the Potter series and concluded with a premiere of the last movie.
On the other hand, the entire starcast and producers of Zindagi Na Milegi Dobara went on a road trip to Surat, Baroda, Ahmedabad, Udaipur, Ajmer and Jaipur before reaching Delhi. The film had brand associations with Mountain Dew, Land Rover and ING Life Insurance.
| MAGIC PAYS | |||
| Movie | Release date | No of prints | Collections* (in Rs cr) |
| Harry Potter and the Philosopher’s Stone | 12-Apr-02 | 101 | 10 |
| Harry Potter and the Chamber of Secrets | 25-Apr-03 | 89 | 8 |
| Harry Potter and the Prisoner of Azkaban# | 4-Jun-04 | 47 | 11 |
| Harry Potter and the Goblet of Fire | 18-Nov-05 | 143 | 16 |
| Harry Potter and the Order of the Phoenix | 13-Jul-07 | 281 | 26 |
| Harry Potter and the Half-Blood Prince | 16-Jul-09 | 353 | 22 |
| Harry Potter and the Deathly Hallows-Part 1 | 19-Nov-10 | 433 | 25 |
| Harry Potter and the Deathly Hallows-Part 2 | 15-Jul-11 | 600 | yet to release |
Source: Warner Bros
The Deathly Hallows-Part 1, released late last year, was pitted against Guzaarish, another Hrithik Roshan movie. The Potter movie grossed Rs 16 crore in the first weekend, while Sanjay Leela Bansali’s magnum opus collected Rs 14.5 crore during the period.