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New paradigms for film release

Enkayaar, Bollywood Trade News Network
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Though HBO, the popular film-broadcasting channel has been doing it for quite some time, nobody thought about doing the same in the Hindi film world. HBO apart from showing the Hollywood films has also been marketing films exclusively made for its channels in a day. Same kind of tie-up has never been thought about or attempted by any of the producers or directors, who otherwise continue to lament about non-availability of opportunities. The approach of HBO has been to cater to the niche audience, but India inspite of the largest producer of the films did not think about it.

However, a lead has been provided from all the places, by Meerut in UP. Enthusiastic filmmakers have started making films shooting them around Meerut and releasing it only in that part of the country. The singular feature of this experiment is that the films are not released in cinema halls. After being shot, they are given to a music company to convert them straight away into a CD. After being written on the CD, the films are then released for viewing either in Video Halls, or for private viewing. The economics seems to be working evident from the fact that around 300 films are being produced every year in Meerut.

As in other initiatives of this kind, this initiative also started with soft porn films. However, it evolved over a course of time, and it now caters to the social themes of the area, and this is what makes them popular. This industry has also dared to make a film about a love story between a Muslim Boy and a Hindu girl, DHAKAD CHORA, which has been one of the super hit movies. This should probably give encouragement to the mainstream moviemakers to traverse into this territory. This territory is still an area, which Hindi film industry does not tread into. This is inspite of the fact that there are examples galore of this kind in literature and history.

Another initiative, which has taken root, is in Hyderabad, one of the bigger territories for the films. Apart from films being released in Telugu, Tamil, Hindi and English, films are also being released in Dakhni, which was the local lingua franca of Hyderabad. It had been given a revival by Mehmood, who brought it into the popular lexicon of Hindi cinema, and which Amitabh Bachchan tried to emulate in MAHAAN and in DESH PREMI. Films that are being released in Dakhni are doing a roaring business in and around Hyderabad and Secunderabad. It is also being liked by the Hyderabadis living outside the country, as it provides them a base for the mother land to touch to.

For a nation to which cinema still is predominantly the medium of entertainment, this kind of focused approach towards film making is an initiative that needs to be encouraged. This apart from creating new brand of entertainers opens up opportunities to expand the horizon of employment in the entertainment industry.

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