Kadal Kadannoru Mathukkutty creates a new record for Satellite Rights in Malayalam industry by going under the hammer for a record figure of 5.75 Crores to a leading Malayalam Channel, rumoured to be Asianet. The record was previously held by Kammath & Kammath at 4.90 Crores secured by Mazhavil Manorama earlier during the year. This also ensures that the Ranjith directed film, produced by August Cinemas has attained break even, well before its theatrical release on August 9th.
2013 has seen a robust boost in the trend at which satellite rights are being secured by channels. 2010 had seen a dip in the demand for the rights amongst the channels, but with Mazhavil Manorama entering the race and the Sun Network re-adopting a aggressive strategy, the rates have soared up to sky level, which indirectly shall increase the pay for the leading stars, and the general cost of producing the film.
This year, apart from Kammath, Ladies & Gentleman and Sound Thoma have made big bucks from satellite rights, by raking in 4.80 and 4.70 Crores respectively. The rumour that ABCD got sold for approx. 2.70 Crores, bears testimony to the rise of Dulquar Salman to stardom in Mollywood.
But the question remains as to whether Kadal Kadannoru Mathukutty will be labelled a HIT, if it proves to be a washout with a life time gross of less than 3 Crores ? If mere table profits are considered, almost 75% of the films starring the Big M's, Dileep, and to a lesser extent, Prithviraj and Kunchako Boban are successful ventures.
Film Industry remains a business after all, and the producer is not merely dependant on the share from the theaters, or the outright price for which he sells the rights to distribute to a distributor. Apart from satellite rights, overseas distribution, Audio/DVD rights, and Remake rights, add to the revenue. So, if the producer recovers the cost, the film is 'Profitable', but unless it does business at the theatres, proportionate to its cost of production and distribution, it is never a HIT. This is precisely why, Sound Thoma is a HIT, Ladies & Gentleman is a FLOP, and Kadal Kadannoru Mathukutty is 'profitable' but not yet a HIT,
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