Though the channel refused to speak about the expenses on this development, the cost of the movies are estimated to be in the range of Rs 10-35 crore. The market estimates for the Salman Khan-starrer, Dabangg 2, is considerably higher at about Rs 50 crore. The network has reportedly spent a total of about Rs 300 crore for these acquisitions.
The satellite rights have been acquired for seven to 11 years for multiple telecasts. STAR Gold boasts of a big cluster of overseas and Indian channels and hence expects better ratings for these movies.
Hemal Jhaveri, general manager, STAR Gold, says, "The prices of satellite rights for the movies have increased recently. Many of the movies bought by the channel were acquired about a year and a half ago. Even the acquisition of Kahaani was a pre-Dirty Picture phenomenon and we could get it at a lower rate than what it must have been after the success of the movie. Though it is a risk-taking business but low spending always helps. Ultimately, the channel, viewer and advertiser trio has to be satisfied and that is the ultimate aim of the acquisitions. Apart from the big hits of 2011, the Shah Rukh Khan-starrer Don scored good ratings for us."
In 2011, the channel screened some of the most successful movies such as Bodyguard, Singham, Ra.One, Zindagi Na Milegi Dobara and Rockstar, among others. All these movies generated TVRs in the range of 5-10.
While Bodyguard broke all records of television premiers by clocking 10.08 TVRs, Singham and Ra.One registered 8.79 TVRs and 6.7 TVRs, respectively.
Speaking about the marketing plan of the premieres, Jhaveri adds, "Last year, we didn't opt for a lot of marketing for the movies. This time, we plan aggressive marketing for these premieres. Marketing this is like repositioning the movie for the TV audience."
For the records, many channels have taken to movie acquisitions for aggressive revenue generation. While Zee recently invested about Rs 200 crore in acquiring several movies, MSM's Sony, too, announced similar acquisitions.
Among the new lot of movies, Kahaani will be the first one to be premiered on STAR Gold.