MUMBAI: 'K' is no more a Karan Johar property when it comes to blockbusters. Ekta Kapoor, the queen of soaps, has finally delivered her first ever box office hit in her latest release Kya Kool Hai Hum.

Thumps Up time: The success even cools an otherwise dry career of the Kapoor boy

Kya Kool Hai Hum, an unpretentious sex comedy produced at a cost of around Rs 50 million, has grossed box office collection of Rs 35 million in its first week, according to market sources. In Mumbai, the movie has grossed 12.5 million (Including Thane district). The film has recorded a 70 per cent all India collection in its first week.

The movie is Kapoor's maiden venture under the Balaji Telefilms banner. Her earlier movies - Kyunki...Main Jhuth Nahin Bolta, Kucch To Hai and Krishna Cottage - were produced by Balaji Films, a privately held company by the promoters of Balaji Telefilms Limited.

Balaji has already sold the satellite rights of the movie to Star India. The music rights have gone to T-Series. According to market sources, UTV has paid Rs 25 million as minimum guarantee to Balaji Telefilms for acquiring the distribution rights of Kya Kool Hai Hum. In certain territories, there is a commission fee arrangement.

"We are already cash positive on the movie. It has been a success and we have had 75 per cent collections in the first weekend," says Balaji Telefilms president of strategy and business development R Karthik.

Trade analysts feel the movie has opened well in the first week. Says Komal Nahta, "The movie is a declared hit. It has gone well with the masses and the youth, while the family and upper-class audiences have taken an aversion. Multiplexes are doing brisk business because of the youth audience. Down South, it is doing an average business."

Kya Kool Hai Hum is Balaji Telefilms' maiden venture into movie production. Earlier the promoters of the listed company had taken a decision to produce movies through the privately held company, Balaji Films. But last year Balaji Telefilms changed its de-risk strategy and announced it would produce movies. The move is seen by analysts as an effort to get top line growth.

Marketers also gain

The box office success of Kya Kool Hai Hum has ensured the marketers associated with Balaji for the movie some excellent brand pull. Balaji had roped in almost 15 brands including Spykar, Pantaloons, Baristas and PVR Cinemas for brand placements.

Apparel brands Spykar and Pantaloons promoted the range of Kya Kool Hai... clothing and conducted movie contests. Stars' interaction with the fans was ensured through a 9-city tour conducted by Balaji. The cast visited stores, multiplexes and music stores and gave away movie merchandise.

Barista launched a special drink 'The Kafe Kool Latte' while the official music channel MTV hosted a special series based on the movie. Channel [V], Sony Television and Star News also telecast special promotional programmes. With Star Plus, the Balaji team went one step ahead and had the Kya Kool Hai Hum star cast appearing in different primetime shows.