With VIVAH, Rajshri has gone back to the traditional system of
exploiting a film. The mantra is simple: Release the film with limited prints
in limited shows in the first round and increase the prints gradually,
as the popularity of the film grows. At a time when Bollywood is
exploring the strategy of 'wide release', flooding the marquee with 1,000 +
prints globally, VIVAH was released with 150 prints in the domestic
market. Also, the premier production-distribution house didn't go for the
overkill, with 12/14/16 shows at multiplexes, but 2/3/4 shows at most
places. And the gamble paid off!
I have always believed that Rajshri has cultivated a strong and loyal
audience over the years and no matter how strong and omnipotent the
saas-bahu sagas on television may be, a well-made Rajshri film would never
find dearth of moviegoers. And in this case, the baraatis [moviegoers]
kept increasing with each passing day to witness VIVAH.
After opening to a heartening response [80%-90%] at several screens,
the first weekend continued to attract crowds, even though the response
from the media was outright negative. But the media response to HUM
AAPKE HAIN KOUN was pathetic too. I distinctly remember, Rajshri had
organized a screening for the industry bigwigs at Liberty theatre, Marine
Lines, Mumbai, almost a week before the release of the film. And the
reactions ranged from poor to disaster to washout. In fact, a number of
people scoffed at this writer when we carried a full-length review of the
film before its release, calling it a potential blockbuster. Frankly,
the Barjatyas of Rajshri are used to mixed reactions and feedback by now.
Back to VIVAH. The film is EXTRA-ORDINARY in most circuits of India.
Monday was strong, so was Tuesday and Wednesday. Rajshris are in the
process of increasing the prints from the second/third week onwards and a
clearer picture about its business would emerge once the maximum prints
are in circulation. But, as of today, Rajshri has a big hit on hand!
courtsey:- www.indiafm.com
watch vivah
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