Vipul Shah: Multiple releases is unfortunateJoginder Tuteja, Bollywood Trade News Network
10/29/2009 6:46:54 PM
Vipul Shah admits that LONDON DREAMS is the best film made by him till date. Also, he is quite confident about audiences warming up to his dramatic romantic musical take. Moreover, he is also happy that he has men like Salman Khan and Ajay Devgn on his side, who come with decades of experience behind them. Still, he admits that it is not the best situation for any film to be arriving in the times when there are multiple release practically every week. Over to the man who is anxiously waiting for LONDON DREAMS which is just hours away from release.
Both Salman Khan and Ajay Devgn had a release each just a fortnight back. One thinks wasn't it possible for him to further move the film to December so that audiences could have got some more time to breathe instead of watching Salman and Ajay all over again. Vipul explains as to why he preferred releasing LONDON DREAMS on 30th October 2009, 'After the strike, 30th October was the date given to me and I stuck to it. Yes, it's unfortunate that there is so much clogging happening due to multiple releases. Because of the strike, lot of movies had got stuck and they are all coming out. The problem is that the cost of money is really ridiculous in today's time. In Hollywood, cost of money is 3% per annum and hence they can afford to keep a film for 6 months even after it has been canned and ready for release. However, in India, this cost is 18%-20% which completely kills profits. Until and unless this rate of interest falls down, such situation would continue to persist.'
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To add to that, till about 10 days back, he couldn't quite go the full throttle when it came to promoting the film. Vipul talks about the marjeting strategies for the film, 'What could actually have been done? Diwali had three major releases and audiences' mind was completely captured by these. In such a scenario, there was no space left to showcase any other new product. Even if we would have gone ballistic with our promotion, it would have only created more confusion instead of being of being any help. This is why we decided to go a little slow in our campaign instead of being aggressive. We had planned to get on a fast track from 18th November onwards and pick up the tempo,'
The strategy seems to have worked with the movie generating some good vibes. 'Look at the old school mode when a movie was promoted for a shortened period of time. I guess two weeks is real good enough if you have to create quality awareness amongst people. Also, due to the fact that on 23rd October, there was no big release, audiences are now comfortable watching another film. This is why we attached the trailer of LONDON DREAMS with both BLUE and ALLTHE BEST. I am happy that theatre owners and distributors showed the trailer without throwing it in dustbin. Now people know the essence of LONDON DREAMS and have actually started believing that it is a nice film. A theatrical promo has become such a major mode of communication with audiences. It really helped in creating some very good buzz for the film en route to its release,' concludes Vipul.