The film industry, which is still reeling from the sledgehammer of the Coronavirus pandemic, is understandably ecstatic about Akshay Kumar's "Bell Bottom."
After months of frustration and procrastination, actor Akshay Kumar has finally taken a risk that Bollywood hopes will pay off handsomely at the box office.
The reigning success machine of Hindi film is back on the big screen, this time with another thriller, ‘Bell Bottom,' which debuted on August 19, ending all the rumours and suspense.
The film industry, which has yet to recover from the sledgehammer of the Coronavirus outbreak, is naturally ecstatic. According to trade analysts, it is estimated that it lost more than Rs 10,000 crore during this time.
Bollywood has not yet returned to normal, with cinemas in Maharashtra, the mainstay of box office, still closed. The majority of other states have reopened theatres, although at half their previous capacity. Despite this, Akshay has decided to take the risk and release his film in theatres.
According to Akshay, 'Bell Bottom' has a 35 percent possibility of doing more business than it did before the outbreak. After all, Mumbai alone accounts for almost 30% of the country's overall business. With the remainder of the states only permitting 50% admittance into multiplexes, ‘Bell Bottom' can only hope for a maximum of 35% collections, even if they are filled to full as per the Covid protocols still in place in practically every state.
But, regardless of the circumstances, someone had to bite the bullet, according to Akshay. He had hoped that Mumbai's theatres would reopen before the release of "Bell Bottom," but that was not to be.
The directors had to rent a plane to transport a phalanx of Mumbai film journalists to Surat, Gujarat, for a special press conference.
But why has Akshay taken the bait in the first place, despite the fact that he is well aware of the dangers involved? In addition, many bigwigs of the industry have put on hold their films for an indefinite period.
The causes are not difficult to find. Last year, he burned his fingers by going the OTT route for Lakshmi. The much-anticipated picture not only failed to generate any buzz, but it was also mercilessly trolled. Nobody could have predicted that, given how his previous films had been treated in theatres prior to the Covid era.
It did, of course, weaken Akshay Kumar's brand value to some level. Other major names, such as Salman Khan, who ventured to distribute their films directly on OTT, ran into similar problems. Salman's 'Radhe' was as good (or horrible) as his previous films, but his swagger and swagger, which had tempted his admirers to the theatres for years, failed to entice his supporters to the smaller screen this time.
Akshay's own film, 'Sooryavanshi,' has been on hold since March of last year, though he is not to fault. Because the film is based on the Mumbai terror assault, Rohit Shetty wants to wait till Maharashtra theatres reopen before releasing it.
In comparison to Akshay's previous films, the stakes for 'Sooryavanshi' are higher because it is a multistarrer starring Ajay Devgn, Ranveer Singh, and Katrina Kaif, among others.
In terms of his solo films, Akshay can afford to distribute them in theatres since he finishes them on schedule and keeps the budget under control. As a result, even if his films only make a 35 percent profit, none of the stakeholders will lose money.
While Aamir Khan, another celebrity, takes three years on average to make a picture, Akshay produces at least a dozen in the same time. As a result, he remains Bollywood's best hope in determining whether viewers are ready to flock back to the theatre.
No great actor can save a horrible situation these days, but Akshay Kumar still has the star power to draw in the audience. For the sake of the film business as a whole, if not for himself, he believes the risk is worthwhile.
The failure of 'Bell Bottom' may not have harmed Akshay Kumar's career, but its triumph will undoubtedly boost the film industry's drooping morale and spirits, paving the road for the return of Bollywood's glory days.
Source:- Outlook India
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