Independent films in India and their release strategy
iView Author:Aniruddha Chatterjee
(Dallas, Texas, USA )
Email:chatterjeeaniruddha[at]gmail[dot]com
Independent films in India and their release strategy
Watching Aamir with Om and Kat in Dallas was wonderful. But seeing that we were the only one watching the movie in the entire theater was disheartening and frightening.
Had we not come to see the movie, the theater would have been empty. When all of us should be embracing independent cinema, it seems its going in the other direction.
Most independent movies are released only in big cities. So, it only caters to a niche audience. Which I think also results in collections of the movie. The first week of Aamir (according to boxofficeindia.com) netted 1.25 crores. Most movies drop around 30-40% in the second week. So, if that is the case with Aamir, the total nett collection of the movie will be around 3 crores. I hope and pray that it is not case with Aamir (or for the matter any independent movie) and it grosses much more.
I personally think the release strategy of Aamir is wrong. I would like to give an example to prove this point. Steven Soderbergh made a small film called “Bubble” in 2006. It ran only 73 minutes. Almost 30 minutes less than an average english cinema nowadays or even then. When it opened in theaters, it also simultaneously played on HDNet cable, and four days later the DVD was released. This was an experiment to see if there was a way to bring a small art film to a larger audience. I do not know much ‘Bubble‘ grossed or how many DVDs were sold. But, my point is this strategy can be applied to independent cinema in India to atleast reach the larger audiences. Unless people in smaller cities and towns are aware of a film being released, they will never watch any independent film.
I called almost 20 of my friends back in India telling them to watch Aamir. A few responded that they already saw the DVD print of Aamir online. I was told the DVD print of Aamir was uploaded on or around June 14, 2008. That is just after 1 week. The film is not released in US, UK or any major center outside India. Now, who will buy the DVD if it releases 2 months from now when people can get DVD print of Aamir sitting at home in US or UK. The same also applies for India.
Had Aamir (or any independent movie) been shown on TV say 1 week after it was released, the word of mouth publicity for the movie would have been much more than releasing it in 10 big cities and hoping it will grow. Atleast through TV it will reach those who will never watch Aamir in their life. If it is shown on TV, the box office collections probably will crash badly in the second or third week. But, this could also trigger the DVD sales hugely if the DVDs are released simultaneously.
Unless we show more and more independent cinema to Indian audience, how can we expect them to embrace independent films. And releasing the films only to the 10 big cities won’t solve the issue. The common man is still unaware of the films.
I just hope independent films are released on a much wider scale and shown on TV quite often so that India can see more Aamirs, Manoramas and start accepting them as any other big budget Bollywood movie.
Filed Under
Movies, PROJEKT iVIEW, Thoughts, World Cinema , aamir, Bubbel, Steven Soderbergh
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Dear Aniruddha, i am not convinced by your advised strategy for marketing small budget films. First of all Aamir is not a independent film, its produced and distributed by one of the major production house,UTV.
According to you if the film would have shown on TV then who will spend money for DVD or for watching in Theater.Because here the consumer is normal cinema goer and not people like you or me who are passionate about films.
According to me the film should me marketed well within the budget and then should be released worldwide at one go.
Then after two weeks the DVD should be released to cash on the hype.After three weeks of DVD release, the TV broadcast and Internet webcast should be done.This would further embrace DVD sales
Going by this strategy,the film would have done great bussiness and viewed by maximum people.
just wondering… why would a normal cinema going group of friends or family watch it in the theatre by paying Rs 150 per ticket, when the dvd will be released in a couple of weeks?
amit..the dvd release should be kept as a secret for first two weeks …lol
The DVD of Aamir was released in North America on the same day as the theatrical release in India. That will be the strategy of most independent films where exhibitors don’t show any interest in playing the film. So now it’s up to us to buy the original DVD and not pirated versions.
i rented aamir’s official DVD this weekend in new york.
@ Ankit…I said Aamir as an independent film because of its budget and its release. Also, UTV opened UTV Spotboy to produce independent films like Fox does with Fox Searchlights.
I said the movies should be shown on TV the next week after its release because independent cine lovers would have already watched the film @ first week of its release. The second week viewers would mostly be repeat viewers and people who would come after seeing the positive reviews and word of mouth publicity. If its shown @ TV, I agree a lot of people wont go to the theaters coz they will watch it at home. But, to be honest how many people watches movie @ prime time television? I maybe wrong but I think if its shown on TV then a lot of people who will watch it and like it will definitely talk about it and recommend their friends and family to view it as its still in theaters.
@ Mitch… I didnt know they released the DVD of Aamir the same day as the theatrical release. You are correct. That should be the strategy of independent films not releasing outside India.
@ Aniruddha My mom saw Aamir. She loved the film. but… she watched it on a pirated print which cost Rs.70/-. my point is independent films like Aamir needs the kind of guerilla approach in it’s promotion & marketing.
I’ve never heard of guerilla promotion and marketing for films. Could you explain ?
@Rony…Even I didn’t understand what you meant by guerrilla approach
@ Mitch & Aniruddha What i meant by saying guerilla approach was basically be more aggressive.
had no idea that they released d dvd there. thats nice. and m sure they hav already made the money cz the budget of the film is 2 crore or so.
Guerilla Marketing by definition is something else totally and films by nature are supposed to be marketed in a very “in your face” manner to create requisite interest. Pointers that small and intelligent films can do with:
Promote in niche cities that can take the product
Value add with appearances and Promotions in malls, parks, etc
Market heavily using Direct mediums and Radio (good reach)
Spend less on prints/ digitise as much as possible
Stagger the roll out, get the right reviews to roll out to the other cities/towns/mofussils in the second week
Market through festivals for global roll out, works!
Again restrict prints in first week globally
Create Artificial scarcity but concern here is PIRACY
Subtitle and dub for regional consumption - that works!
Again Promote - Direct and Radio!
Results will come
@Indraneel for 12.
…and who spends the money to do this?
Could someone please explain me again what is an “Independent Film” or who is an “Independent Filmmaker”?Lets talk only about India.
In the Indian context it is either bollywood over-the-top-melodramatic-utterly-stupid-kitch-fullofshit musicals or low budget “art” movies if it has anything meaningful to say.
@Rony
Be more aggresive how ? Taking the case of Aamir from what I head the marketing in India was decent yet that didn’t result in a big opening. In case of North America marketing costs are so high that studios generally spend twice the production cost on marketing.
@Indraneel
Your strategy is apt for FMCG and not films. For instance “Spend less on prints/ digitise as much as possible”, it costs as much to make a digital print as a conventional one.
And how in the world do you value add a film by appearances ? And direct selling for a film ? Tell me how to do it dude. I have a paper coming up and I could incorporate it.
“Taking the case of Aamir from what I head the marketing in India was decent yet that didn’t result in a big opening. ”
a big opening was never considered or expected….it was released in a few halls and a good word of mouth was expected…cause how much ever you promote you cannot scream more than the Bachchans or RGV….so after the initial Sarkar Euphoria dies the makers were quite confident of a word of mouth publicity by the paying audience and favorable reviews all across….it worked!!!!… BRAVO
Vasan my point is that first week collections make or break a film. Sarkar grossed 20 crores first week and Aamir around 50 lakhs. With so many films around the corner like Jaane tu and Kismat Connection, the producers will have a very hard time hanging on to the screens they have let alone expanding the film.
Unlike the rest of the world where films are given the time to find the audience, Bollywood is so saturated with product that Week 1 in most cases is make or break. The only exception to this that I personally know of in Munnabhai where despite a poor opening went on to become a blockbuster. However since Munnbhai was a comedy it had repeat value, something which most thrillers lack.
agreed but then aamir was also not a 20cr. film….sarkar raj needed the opening…..and it got it….Aamir’s first day collection was 30% and now my friends in Town (south bombay) are watching it in a packed cinema hall….and it’s already 2 weeks down the line….and Sarkar Raj??? that made money in the first week….Aamir made it’s mark slowly and steady…which was always the plan I guess….and Aamir will do much better on DVD sales as well I believe…..marketing on Aamir was bang on..(only complain - push the music more…it’s AWESOME)..and it’s doing well…..it was Spotboys first release and they have done a good job.
@Vasan…I completely agree to what you’re saying but Aamir was released at around 125 theaters all over India. Since, the cost of the movie is around 2 crores (I am quoting phoenixnu on this since I have no idea), don’t you think if another 50 lacs was spend on publicity and then released at say 200-250 theaters, the initial and word of mouth would have been much more. 200-250 theater release is still not a big release. I mean by promoting it aggressively for smaller cities where they have multiplexes now, if Aamir was released atleast more people who want to see the movie but cannot see as it is not released in their cities would have definitely gone ahead and seen it. Also, unless we start releasing Independent films on a relatively large scale, it will always remain “for the metro audiences”.
@aniruddha,
thats the whole idea
Each print costs roughly one lakh in manufacturing and shipping costs so if the film had been released in an additional 125 screens the cost would have been another 1.25 crores. Opening wide has an inherent amount of risk involved unless a film gets a substantial opening. Keep in mind that a film is labelled a hit or a flop after it hits overflow.
Hey Aniruddha…. I agree wih u that the release strategy was wrong but in the sense that it was not aggresively promoted (via promos) on the tv.Thts why not many people whom i asked about that movie were not aware tht this flick has released.Heck prior to release even i saw the promo just once or twice maybe.N secondly it was pitted against an overhyped Sarkar Raj.All the curiosity tht was aroused was mainly due to word of mouth publicity and a poster which adorned a multiplex ticket counter on the way to my office.But the simultaneous startegy of releasing it on DVD as well would have meant harakiri.If ppl knew tht it was out on DVD even the few ppl would not have bothered to go to a theatre.N hindi film piracy is rampant.Even i watched it on net coz there was no other option.The first week at theatres in my area had 2-3 max n tht too at odd hours n im angry with utv for this n there was no release at single screen also, n rains also played spoilsport.
And btw its not an independent film,produced by UTV.I dont understand they go allout to promote shit films like Goal n are very low key when it comes to AAmir.Taking of small budgte films being promoted awell prior to release was bheja fry n mithya n tht help it grab eyeballs n strike gold at B.O But as of now the Sarkar (Dud) Raj hype has died n Aamir is on its way to becoming a earnest grosser. Add to this satellite,overseas & domestic rights UTV alerady has a winner on its hands.If only the pre release publicity would have been much stronger.