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Engaging the audience through Re-releases
Enkayaar, Bollywood Trade News Network
FASHION and JODHAA AKBAR
At a time when no new films are releasing and it is difficult to bring the audience to the cinema halls, what with the Indian Premier League on a song, UTV Films have indeed pulled a bunny out of the bag. It has decided to re-release the successful films from the past one year with the objective of keeping the audience engaged with their honeymoon with the films. While it may be happening for the first time in Mumbai in the recent past that films that have already been released in halls, and their videos have been released and they have also been shown on various satellite channels, before the advent of multiplexes and satellite channels, when movies were not released in such large numbers it was a common phenomenon in most of the small cities in India.
UTV has decided to re-release seven films which were trend setters for the sheer subject and the wide canvas that they covered. The films re-released include RANG DE BASANTI, FASHION, RACE, LIFE IN A METRO, OYE LUCKY LUCKY OYE, A WEDNESDAY and JODHAA AKBAR. The films have been picked up with particular care and they cater to all kinds of audience tastes.
From the oeuvre of the films that UTV has released one thing that also emerges as a recurring motif is the fact that UTV has an amazingly diversified repertoire of films that it has been associated with. It is also an encouraging sign to see a production house that does not think twice about experimenting with a new genre if the content is good, and this is what has made UTV one of the most important production houses in the country. The list also is a pointer to the face that UTV single handedly has guided the course of Hindi cinema during the last two years and it is also reflective of the efforts that it has taken to facilitate in evolving the taste of the audience.
The moot point in this effort is the pricing of the tickets. If the tickets are priced at less than normal rates, then it would indeed open up a new market and it could also help in curbing piracy to some extent as well. It is owing to the fact that there might be quite a large section of people who may not be able to catch the movie when it has released and have to be content with pirated copies or video discs, but if a trend of re-releasing is initiated there would be an awareness in the movie going public that they can view the film later on a new affair with cinema may be created.