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Entertainment – 2012 grosses Rs 900 million in India

MUMBAI: Sony Pictures’ 2012 has crossed the Rs 900 million mark in India to become the highest-grossing Hollywood film ever to make it so big in the country.

In India, the film has had its widest release ever for a Hollywood film with a total of 766 prints in English, Hindi, Tamil and Telugu. 2012 continues to run successfully in all centres in its sixth week.

The film surpassed the previous record-holder Spider-Man 3 that grossed
Rs 680 million, back in 2007.

In its opening weekend, thanks to 90 per cent plus occupancy figures in all centres, gross box-office figures were second only to Spider-Man 3, despite the film not being part of a known franchise. By the end of the first week, the film registered the highest Hollywood opening ever, putting it well on its way to creating new records at the Indian box office.

Said Sony Pictures India managing director Kercy Daruwala, “Our approach to marketing and distributing this film was to engage all sections of the audience, multiplex as well as single screen, metros as well as small towns, much like any large scale Indian film.

“We believe this approach paid off by bringing in audiences who may not generally watch Hollywood films. 2012 has indisputably changed the face of the movie business in India and made Hollywood films a force to reckon with, setting a benchmark in the industry. It will undoubtedly be among the top films of the year in India, in any language.”

Sony Pictures India released 2012 across the world on 13 November. Directed by Roland Emmerich who has directed films like Godzilla, Independence Day, The Day After Tomorrow and 10000 BC, the film reveals the director’s vision of the apocalypse that is expected to occur in 2012.

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December 17, 2009 - Posted by | Uncategorized |

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