Brand Khan reins in his Dreamz

Sudipto Dey / TNN / Sep 11, 2003, 13:39 IST

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NEW DELHI: At a time when Bollywood, Inc. is chanting the corporatisation mantra, Shah Rukh Khan says his company, Dreamz Unlimited, is going to take one project at a time.

<div class="section1"><div class="Normal"><script language="javascript" src="Config?Configid=43376741"></script> NEW DELHI: At a time when Bollywood, Inc. is chanting the corporatisation mantra, King Khan does not appear too enamoured with all the talk. The box office success of his home production Chalte Chalte notwithstanding, Shah Rukh Khan says his company, Dreamz Unlimited, is going to take one movie project at a time.For the Fauji of yesteryears, 45-films-old Khan has had a mixed run as a producer with his first two projects - Phir Bhi Dil Hai Hindustani and Asoka - turning out to be box office duds. However, the Rs 8.5 crore-Chalte Chalte changed all that, having raked in business over Rs 18 crore since its June release. His next home production, choreographer Farah Khan-directed Main Hoon Naa, is slated to hit the big screen in December or early 2004. Does all this now make him a more prudent producer now? "For me, there are no lessons to be learnt from a flop or a hit. We lost money in some movies, but I enjoyed making all of them. I will continue to make films that I believe in," says Khan. Neither does he have any immediate plans to ramp up his 20-member production outfit or give it more corporate hue and colour. "Many people have advised me to take my company public, but as far as I am concerned I am already very public," says Khan in a lighter vein. However, some lessons learnt on the road as a producer are already there to be seen. For instance, Aziz Mirza-directed Chalte Chalte, was made on a â€˜shoe-stringâ€™ budget by Shah Rukh Khan standards. Two of his earlier releases - Devdas (2002) and Kabhi Kushi Kabie Gham (2001) - had a budget of Rs 50 crore and Rs 40 crore, respectively. The movie was marketed as any other Shah Rukh Khan movie but was sold on an average of around Rs 1 crore per territory in the domestic circuit (as against the usual rate of hovering around the Rs 2 crore mark), netted Rs 6 crore for distribution in international markets and Rs 3 crore for music rights. According to industry estimates, the producers of Chalte Chalte made on the table profits in the range of Rs 6-8 crore, at the time of release. When Khan launched Dreamz Unlimited, along with Juhi Chawla - whose brother, Sanjiv Chawla, manages the day-to-day operations - along with Aziz Mirza, the stated objective was to make "films that are different but commercialâ€�. Even after three years and three productions, Khan says goal posts remain where they were. "All the talk of corporatisation and bringing in systemic changes in the way the industry operates sounds very good but as a producer I will continue to make movies that I feel for," says Khan. Even though recuperating from a back injury, Khan says he plans to continue doing three movie projects in a year, even as television and direction remains a strict no-no. Among the forthcoming ventures are Yash Johar''s Kal Ho Na Ho, Ashutosh Gowariker''s Swades and a yet untitled Yash Chopra film. What also works for Khan is his brand equity among the Indian diaspora. Not surprisingly, the international distribution rights tag of his movies is considered to be highest among all the reigning superstars. What Khan also brings to the screen are a host of products or brands he endorses and he has no qualms about being a associated with them both on and off screen. "There is nothing wrong in promoting a brand in a movie if it fits the role and the situation," say Khan. At last count, Brand Khan has at least half-a-dozen product labels sticking out at any point of time. With around Rs 100 crore worth of movie productions riding on his shoulders (and frayed back) on an annual basis, Khan can afford not to be coy. (Economictimes.com)</div> </div>

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