Metro opens to a rocking box office response!

Media News

Mumbai, May 15

'Life...in a Metro', directed by Anurag Basu and produced by UTV Motion Pictures, released on May 11 across the world to great reviews, gushing audience reactions and amazing box office collections.

In yet another strategic coup in the distribution space, UTV released the film with 163 prints across India. This kept demand at all time high levels and the positive word of mouth led UTV to increase prints in Week 2. This is the second back-to-back release (THE NAMESAKE was the first), where the studio has increased the number of prints in Week 2 based on incredible word of mouth publicity and rave reviews. METRO garnered a total gross box office of Rs. 6.5 crs in just 4 days. The movie saw a 40 % jump in collections on Saturday as compared to Friday followed by a 66% hike on Sunday compared to Friday. In an industry where the average drop in collections on Monday is as high as 40%, METRO recorded a drop of less than 20 %. In the UAE, METRO got a grand opening of US$ 109723, higher than blockbusters like TAXI 9211 and BLUFFMASTER!

Says Suniel Wadhwa, AVP India Distribution, "We were super confident of the product and knew that word of mouth and reviews would create a huge demand post release. Our strategy of releasing limited prints and generating high demand for the film ensured that we would have audiences clamouring for tickets which would help keep the film buoyant and in demand for a sustained period."

Siddharth Roy Kapur, EVP - Marketing, Distribution & Syndication says, "We decided to turn conventional wisdom on its head, by spending as much as the cost of production on the publicity campaign worldwide. This has helped a great film get the interest and awareness it deserves and has ensured that it achieves its full potential."

The film had its London première in Leicester Square (the first time for an Indian movie) besides premieres in world metros like Dubai, Melbourne, Sydney and Mumbai. It has tied up with brands such as Lenovo, Shaadi.com, Excalibur, Radio Mirchi, Hindustan Times and MTV to create a multiplier effect for overall noise levels on the film.

For further information, please contact:

Preeti Puri Sharma

Head - PR & Corporate Communications

T: +91 22 2490 5389 ( D)

F: +91 22 2490 5370

M: +91 98205 18218

E: preeti@utvnet.com

U: http://www.utvnet.com