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Heavy demand for A WEDNESDAY

September 5, 2008 2:27:53 PM IST
Joginder Tuteja, Bollywood Trade News Network
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view WEDNESDAY movie stills

view WEDNESDAY movie stills

A WEDNESDAY was a film which was staring a 100 screens release till about a few weeks back. However, the euphoric response that it generated from the distributors and exhibitors once the film was shown to them and special screenings were held resulted in the release strategy changing for the film. Now, the film would be seeing a much wider release with the buzz being that A WEDNESDAY would arrive at least in 200 screens.

Confirms Jimmy Sheirgill who has seen a constant progress being made in the film's fortunes ever since it was wrapped close to a year back and had headed straight into the post production, ''It is heartening to see the way industry has been reacting to A WEDNESDAY. When the film had begun, we had all set out to make a good movie with a great subject and honest performances. As a producer, Anjum Rizvi wanted a quality product to be delivered. Impressed by the film, UTV took over and then started making plans for the right release timing.''

Revealing the marketing strategy and screen placement for A WEDNESDAY, Jimmy says, ''Once UTV took over the film, they got heads together to see how it fit in well into their release calendar. They come up with multiple films in a year and just because A WEDNESDAY was ready, they couldn't have released it right away. They did spend good time in devising a release strategy for the film and the result is there to be seen. Once the first promo of the film came and reactions started pouring in, the scale of the release changed. From looking at a 100 odd screens, the plans were changed to 200-300 screens release. I am glad to see the kind of confidence that they have in the film.''

Well, that indeed is some confidence and this can be gauged by the fact that premier multiplexes of the country held paid previews for A WEDNESDAY on Thursday night itself. When the fear of bad reviews and word of mouth have resulted in makers even canceling their premiers in the past, a small film like A WEDNESDAY allowing a substantial part of audience see the film a night earlier speaks a lot about their confidence in the film.

''Well, this is an important film for all of us'', remarks Jimmy, ''Also, for those who have continued to offer me soft roles so far would get an opportunity to see me in a different light as a cop.''


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