Punjab takes centrestage against bollywood with its own string of movie hits
The caterpillar has turned into a butterfly. Punjabi cinema, for decades one of the most sluggish and least noticed of regional cinemas, has undergone a transformation. More films are being made with production values much higher than before; investment is pouring in and returns are breaking records.Well into the first few years of the 21st Century, barely six to seven Punjabi films were produced every year. In contrast, the number of films released this year will touch 17 by the end of December. Two of them -
Jihne Mera Dil Luteya (The One Who Stole My Heart) and Dharti (Earth) - are already blockbusters, with Jihne Mera Dil Luteya, released in September, becoming the biggest grosser among Punjabi films. Made on a budget of Rs 3.5 crore - steep for a Punjabi film - this romantic comedy has already raked in Rs 6.75 crore in the domestic market and another Rs 5.8 crore in markets across the United States, Britain, Canada and Australia, where thousands of Punjabis are settled. Dharti, a political drama, made for Rs 3 crore, earned gross Rs 5 crore locally and gross Rs 4 crore overseas, says director Navnait Singh.
Financiers have also realised that regional films, including Punjabi ones, cost far less to make and are wrapped up far more quickly than Bollywood films. While the average Bollywood film costs around Rs 7 to 10 crore to make and takes at least 12 to 18 months to complete, the average Punjabi offering has a budget between Rs 1.5 and Rs 3.5 crore and can be wrapped up in six to nine months. Though the first Punjabi film was made as early as in 1936, the industry, overshadowed by Bollywood, has had a chequered run. Even today, it operates out of Mumbai, there being no film studios in Punjab. A fair number of Punjabi films were made in the 1970s, but few made an impact.
Thanks to the corporate producers, Punjabi films are now technically on a par with Hindi movies," says Surender Talya, chief of Lakshya Movies, which distributes films across Punjab. The plots have much more variety than before; with the generous budgets, the films are also being shot in exotic locales across the country and abroad, unlike before, while some of the best of Bollywood's technicians take care of their production values. Punjabi cinema is still only a Rs 50-crore industry - minuscule compared to Hindi's Rs 4,000 crore juggernaut - but still substantial. "After the four film industries of the South, the Punjabi film industry is the biggest among regional cinemas," says Bhushan Kumar, Chairman and Managing Director, T-series.