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Ghajini DVD has led the way
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OLKATA: In a scenario where DVD sales have slowed down due to a combination of factors including the economic slowdown, elections, IPL and exams, some Bollywood flicks have still turned out to be hits in this segment. The titles cover the Oscar sensation Slumdog Millionaire/Crorepati, Chandni Chowk To China, SRK-starrer Rab Ne Bana Di Jodi and the Aamir Khan blockbuster Ghajini. Movies like Delhi-6, A Wednesday and Dev D too have tasted success. Going by industry figures, Ghajini has led the way and notched up sales figures of Rs 1.75 crore, while Slumdog... has churned out Rs 1.5 crore. Rab Ne... is third in line with sales of Rs 1.45 crore. Dev D has done sales of Rs 85 lakh, Delhi-6 of Rs 1 crore, A Wednesday of Rs 85 lakh and Chadni Chowk.... of around Rs 55 lakh. "There could probably have been a few more hits if the economic downturn had not weighed down on sales figures. Sale numbers in terms of value and volumes have varied based on price tags of the videos. Therefore, some videos could have sold more in total value and some in volumes. Thus, it may not be right to compare one title with the other. However, tall sale value and fat volumes are obviously indicative of a hit," a video industry source said. As things stand, the video segment has generated 5-7% of total producers revenues. "While room for high-marketing budgets in the video sector is limited in an era of low pricing, some films have still seen a fair deal of marketing activity revolving around them. Slumdog Millionaire/Crorepati, for instance, saw a tie-up with the NGO Plan India and retail outlet Loot and vouchers for DVDs and VCDs. It also had around 35 minutes of deleted scenes and loads of bonus material. At the same time, there were TV ads and PoP display material. Besides, a meet with actor Anil Kapoor was also fielded. The Collector’s edition DVD was also exotically packaged. Importantly, the same title was circulated with five different price structures spreading over tags from Rs 99-499 which catered to all economic classes," the source said. Added to the economic slowdown, the two-month stand-off between producers and multiplexes, which blocked a basket of releases, will see a snowball effect and choke the flow of new titles to the video sector for the next few months, he added. - Economic Times
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