August 31, 2010 (Sampurn Wire): James Cameron's mega epic Avatar became the 3rd biggest film in India after grossing whopping Rs 130 crores at the time of its release in Dec 2009.
And 8 months later as the film re-released on 27th August with 9 minutes of never-before-seen additional footage, scores of fans once again thronged theatres to catch this 3D extravaganza!
With a release in just 63 screens across India in 3D, the film has already grossed Rs. 1.6 crores in the opening weekend itself, making it the 3rd biggest opening of all time for a non-dubbed film in India. This is an outstanding record for a movie which is being released for a second time.
"Avatar creates history again! It's the only movie to create magical numbers in re-release. Audiences are coming to us saying that they want to come for this movie every six months to keep the magical direction alive", says Mr. Devang Sampat, President, Operations - Marketing and Sales, Cinemax India Ltd.
For a film whose original was released 8 months ago, theatres across India are witnessing full houses all over again. Furthermore, the opening has been better than all other films released on the same day including Bollywood films.
Renowned trade analyst, Mr Taran Adarsh commented, "The new releases, notable among them being Percept's AASHAYEIN and Mukta Arts' HELLO DARLING, opened to poor houses. The opening and noon shows ranged from bad to dismal. However, AVATAR, which has been revived in theatres with never-before-seen footage, had a better start than all Hindi films".
Mr. Aditya Shroff, VP Programming, Distribution and Corporate Sales, Fame India Limited, comments, "Avatar re-release has topped the weekend box office inspite of 12 new releases. Avatar rockets ahead with the same power as week 1. People just can't get enough of Pandora!"
Mr. Vijay Singh, CEO, Fox Star Studios India says, "For a film being re-released in theaters, Avatar has received an unprecedented response and we are thankful to our partners and audiences for this. Avatar offers the most exciting combination of visual imagery and poignant storytelling and that is what is pulling huge crowds at theatres all over again".
Moreover, India has also witnessed the 5th biggest opening internationally for the film after US, UK, Russia and South Korea, which again is a record in itself!
Going by these figures, it seems the 'Avatar Special Edition' retains its magic and continues to be the favourite of moviegoers!
-- Sampurn Wire