The success of Bollywood films in the US market continues to soar as Bollywood heartthrob Shah Rukh Khan’s latest film, Jawan, grosses an impressive $2.5 million in its second week, bringing its cumulative earnings to $12.2 million. The action-packed film, produced by Yash Raj Studios, has secured the sixth spot at the domestic box office and is making waves in India as well, breaking box office records for a Hindi film. What is particularly noteworthy is that the dubbed Telugu and Tamil versions of the film are also outperforming any other Hindi film. This trend highlights the strong following of Indian cinema in the US, with loyal audiences closely following release schedules and eagerly turning out to watch the films on opening day.
Indian films have become a true gift for US exhibitors, as the loyal fanbase shows unwavering support by consistently attending weekly releases. The release of a highly anticipated and well-reviewed film in India creates the same level of excitement among the Indian diaspora in the US. This demonstrates the significant influence and power of word-of-mouth marketing within the Indian community, resulting in strong box office numbers for Bollywood films.
In the midst of the Bollywood frenzy, Craig Gillespie’s Sony film, Dumb Money, quietly made its mark in the US market. The film, centered around the meme-stock frenzy that captivated the world earlier this year, generated a promising projected gross of $217,000 during its first limited release across eight theaters in major cities such as Los Angeles, New York City, and Chicago. Despite little publicity due to an ongoing actors’ strike, the film managed to attract audiences based on the star power of actors like Pete Davidson, Seth Rogen, and Paul Dano. With strong reviews and positive audience reactions from advance screenings, Dumb Money is poised for a wider release, set to hit over 200 screens next weekend with a full-scale release on September 29.
Sony initially planned a four-step platform release for Dumb Money, which would have resulted in higher per-screen averages on fewer screens. However, the studio condensed the release plan, skipping a step to allow ample time for the film to shine before the highly anticipated opening of Taylor Swift: The Eras Tour in mid-October. This adjustment in strategy demonstrates the studio’s confidence in the film’s potential and the importance of maximizing its impact in the weeks leading up to a major event.
Exploring Other Specialty Releases
In addition to Bollywood films and Dumb Money, various other specialty releases have graced the US market. Camp Hide Out, distributed by Roadside Attractions, achieved an estimated three-day gross of $510,160 on 848 screens, with a per-screen average of $602. The Inventor, a stop-motion animation film from Blue Fox Entertainment, grossed approximately $201,000 from 700 runs. This captivating film follows the journey of Leonardo da Vinci as he seeks the grand meaning of life with the help of French princess Marguerite de Nevarre.
Furthermore, documentaries such as Invisible Beauty from Magnolia Pictures, which explores the life of fashion revolutionary Bethann Hardison, grossed $10,500 at the Film Forum during its limited release. Another documentary, Radical Wolfe, based on Michael Lewis’s 2015 Vanity Fair article, traces the author’s rise from journalism pioneer to bestselling novelist. It grossed $8,270 at the IFC Center and is set to expand to additional markets soon. Thriller Rebel from Yellow Veil Pictures, directed by Adil El Arbi and Bilall Fallah, tells the story of a young man who goes to Syria to help war victims but ends up joining ISIS. It grossed $6,500 at the IFC Center and will expand to other cities in the coming weeks.
Oscilloscope’s Canary, a film that presents the true story of Dr. Lonnie Thompson, the world’s greatest living climatologist, hit the screens in New York City, Los Angeles, and Columbus, OH, grossing $8,350 on three screens. This inspiring documentary, produced in partnership with REI Co-Op Studios and Boardwalk Pictures, will expand nationwide to over 140 theaters starting next Wednesday. Additionally, Oscilloscope’s CatVideoFest 2023, an event that celebrates all things feline, crossed the half-million-dollar mark in theatrical release, generating $30,000 on 20 screens. This compilation, which has not only entertained audiences but also raised over $50,000 for cats in need, will continue to expand to more locations throughout the fall.
Among the holdovers in the US market, Amerikatsi, Armenia’s official Oscar submission for Best International Feature, expanded and grossed an estimated $91,932 on 19 screens in its second week, with a per-screen average of $4,839 and a cumulative earning of $167,697. Bottoms, distributed by MGM, is on its way to reaching the $10 million mark in its fourth week, with Emma Seligman’s raunchy teen comedy adding another $1.2 million to its current estimated cumulative earnings of $9.87 million.
Bollywood films continue to make a significant impact on the US market, with Shah Rukh Khan’s Jawan leading the way. The loyal audience base, coupled with effective marketing strategies and diverse specialty releases, contributes to the success and longevity of Indian cinema in the US. As the influence of Bollywood grows, it is clear that audiences are eager to explore the rich and vibrant world of Indian films.