Bollywood Box Office: February 10-12, 2017

There’s something fascinating going on with Akshay Kumar’s box office returns in North America, and I’m not sure how to make sense of it. His latest film — Jolly LLB 2 — earned $743,719 from 197 theaters ($3,775 average) in the United States and Canada during its opening weekend of February 10-12, 2017. (Box Office Mojo lists the film as opening in 173 total theaters, making for an average of $4,299 per theater.) This total is consistent with the opening weekend returns of Kumar’s three 2016 releases — Airlift, Housefull 3, and Rustom — which ranged from $674,890 for Housefull 3 on the low-end and $815,933 for Airlift on the high-end. The only difference is that Jolly LLB 2 opened in sixty more theaters than Housefull 3, Kumar’s biggest release of last year, so one would’ve expected larger returns with Jolly LLB 2‘s wider release.

Here’s where things get weird. Kumar released four films in 2015: Baby, Gabbar is Back, Brothers, and Singh Is Bliing. Those four films opened in an average of 140 theaters — ranging from 99 for Baby to 181 for Brothers — so their opening weekend theatrical footprint was slightly larger than the average opening weekend theater count of 122 for his three 2016 releases (though still smaller than Jolly LLB 2‘s 197 theaters). The average total earnings for Kumar’s four 2015 releases was $721,024. Yet, Kumar’s three 2016 releases plus Jolly LLB 2 earned an average of $747,887 in their opening weekends! In the span of a year, Kumar became popular enough in North America than his films now earn the same amount in one weekend as they earned over their entire theatrical lifespan in 2015! How the heck does that happen?!

Those earnings aren’t just front-loaded, either. Kumar’s films have seen their box office longevity increase as well. In 2015, the average Kumar movie finished its theatrical run with a total that was 1.91 times the amount it earned in its opening weekend. In 2016, that average multiplier jumped to 2.26.

The other impressive anomaly at the North American box office this weekend is Dangal‘s performance in its eighth weekend in theaters. It earned $11,441 from six theaters ($1,907 average), bringing its total to $12,329,706. This is notable because Bollywood movies don’t earn more than $10,000 in a weekend by this point in their life-cycles. Even though Kapoor & Sons hung around theaters for ten weeks last spring, it stopped earning five figures after its sixth weekend.

Other Hindi movies showing in US and Canadian theaters:

  • Raees: Week 3; $105,069 from 63 theaters; $1,668 average; $3,508,519 total
  • Kaabil: Week 3; $40,343 from 34 theaters; $1,187 average; $1,373,722 total

Sources: Box Office Mojo and Rentrak, via Bollywood Hungama

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