That Akshay Kumar is one of the most bankable stars in Bollywood, has been proved again with his new film Khatta Meetha. Priyadarshan’s political satire ensured that producers Shree Ashtavinayak Cine Vision Ltd already made substantial revenue before its release through a new strategy adopted after the economic slowdown.
A relatively low production cost helped the makers successfully distribute the film and thereby maximise the revenues. Packed with laughter and some light, emotional moments keeping in mind the storyline, Khatta Meetha highlights the current dismal situation of the municipal and construction dealings in India told through the life of a contractor, Sachin Tichkule, played by Akshay. Says Dhilin Mehta, MD, Shree Ashtavinayak Cine Vision Ltd, “The Priyadarshan–Akshay jodi and the interesting theme of the film make Khatta Meetha a complete entertainer. The positive buzz pre-release fetched us a very good price and we have already made very good returns on the project.”
The film was made considering the recession and was sold at a reasonable price. It is a win-win situation for the producers and distributors. Trade guru Taran Adarsh adds, “In today’s times it is very important to adopt the ‘Live and Let Live’ policy. The strategy of making a film in a moderate budget and selling it for reasonable prices ensures safety for not just the producer but also the distributors. Of course, all this is not possible if the actor acts pricey and swallows a major chunk of the pie. In this case, Akshay and Ashtavinayak deserve kudos for keeping the industry’s well-being and health in mind by keeping the economics in check and also creating a tremendous buzz for the film.” Komal Nahata, the renowned trade analyst says, “With the budget being controlled, it looks like a winner for Akshay and Shree Ashtavinayak Cine Vision.
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