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For distributor WEG, Boom could be a breakout hit.
The company has distributed several interesting films, including Jism, which were not big in the movie theatres in North America. "But Boom is one of the most eagerly awaited films," says WEG's Avinash Jumani. "There is a lot of curiosity about it. The music of the movie is a big draw. Add this to the interesting cast. On the one hand, you have Amitabh Bachchan, and there is Zeenat Aman on a comeback trail."
Director Kaizad Gustad's previous film, Bombay Boys, was a surprise hit in metropolitan cities in India five years ago. The film travelled to several high-profile film festivals, including the Toronto International Film Festival, but did not make an impact in North America.
His new film Boom could change Gustad's profile, Jumani believes.
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Boom will arouse the curiosity of older movie-goers, says Jumani, though younger people are its natural audience. Boom is very different from the highly melodramatic, over-the-hill Bollywood films. "Visually, performance-wise, and counting the musical score, it has the feel of an international film," he says.
"In more than one way, we hope it will be a crossover film," he adds.
The film, which will have a forty-screen release, should also draw in non-South Asians.
WEG is giving the film a cautious launch, hoping for a big word-of-mouth publicity that will sustain it for several weeks after a good opening. Films such as Yaadein have opened in North America on more than 60 screens.
"I am sure people will be curious about Bo Derek," Jumani adds. Derek, who played lead roles in such hit films as 10 (1979) and Tarzan The Apeman (1981), is 45. She has not shown up in a significant film for more than 20 years. She has a cameo in Boom.
WEG plans to issue advertisements in The New York Times and several other mainstream publications. The huge success of Bend It Like Beckham, which is ending its long run in North America with a gross of about $32 million, and the $14 million collected by Monsoon Wedding could have a beneficial effect on Boom since the new film also uses plenty of English dialogue.
Model Padma Lakshmi has been trying to get good movie parts for more than seven years. She was to act in a Miramax movie many years ago in a significant part, but ended up in small parts in such ill-fated movies as the 2001 release, Glitter, which featured Mariah Carey.
She has appeared in several European television shows, but is better known as the girlfriend of writer Salman Rushdie. Her cookbook, Easy Exotic: A Model's Low-fat Recipes From Around The World, published about four years ago, and her continual appearances on television shows dealing with food have kept her in the limelight.
Whether Boom is a hit or an also-ran, it will give her the widest exposure in a film so far.
Bachchan still has a lot of draw overseas. Armaan, for instance, was far from a washout abroad mainly because of his name. It grossed about $400,000 in North America.
Few desi movies have done well abroad this year. While Chalte Chalte grossed about $1 million (and nearly double that in the United Kingdom) , the hugely disappointing (in India) Main Prem Ki Diwani Hoon grossed about $1.3 million in North America. On the other hand, Koi... Mil Gaya found just about $500,000 in North America. It did much better in the United Kingdom, grossing about $800,000.
Distributors and exhibitors readily agree that directors with a name, such as Subhash Ghai, Mani Ratnam and Sooraj R Barjatya, and stars like Shah Rukh Khan and Amitabh Bachchan, have an instant draw overseas.
If Boom becomes a hit abroad, it will not only enhance Bachchan's stature but also make Gustad a star in his own right.
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