D-Town hops to festivals before theatrical releases

New age Dhollywood filmmakers are exploring newer avenues to connect with their audience even before the film’s theatrical release. The mandatory struggle to zero in on that perfect release date, getting the figures right at the box office or going on a promotional frenzy just before the release of a film are not their first priority. From screening their films at various prestigious film festivals, both nationally and globally or being in the race for the National Award, these filmmakers are taking the road less travelled before their film reaches its ultimate destination, the silver screen.And this, gives their films more credibility, publicity, commercial viability, a wider reach than a mere theatrical release can garner as well as better chances of revenue through satellite and digital rights.
Content is the winner here
The year 2018 was a clear indication that content driven films are here to stay. Films like Reva, Sharato Lagu, Natsamrat, Ventilator, Dhh, Gujjubhai Most Wanted were either money churners or received critical appreciation. However, some filmmakers believe that a film’s subject plays a key role in deciding its cinematic journey. While some feel that today’s audience is ready to accept hatke films exploring newer narratives, others opine that not all subjects have commercial value. That’s why screening these films at festivals gives them an audience. Films like Paatra, Roll No 56, Amdavad Ma Famous, Hellaro, Khape, 47 Dhansukh Bhavan hit the festival circuit (Columbus International Film Festival, Belgrade Film Festival, Fame'us International Film Festival) and more before their theatrical release.
Says filmmaker Manish Saini, “When I made Dhh, I knew it was not an outright masala entertainer and will be liked by a niche audience. So, I decided to first screen it at different national and international film festivals. This way, the film gets a certain credibility and attracts more eyeballs that a simple theatrical release would not have provided. The acknowledgement, appreciation and critical acclaim such film fests provide act as strong marketing and publicity tools for the film and gives it a wider audience.”
Going global
Gujarat boasts of a strong Non-Resident Gujarati (NRGs) community spread across a number of countries. For most filmmakers, regional cinema holds the power to tell compelling stories that have strong cultural nuances. These films strike a chord with NRGs and the global audience thereby creating a much larger reach. Says filmmaker Aditi Thakor, “The audience at film festivals are exposed to world cinema and have an eye to appreciate good stories. When you screen your film at such fests, it gives you creative satisfaction and recognition.” Though the road to these festivals is not easy, it is totally worth it, feels filmmaker Abhishek Shah. He says, “It is really difficult to crack through these fests as films from across the world apply; But if your film is chosen, it is totally worth it. This way you are not only able to show your film to a global audience, it also helps in creating a buzz around the film.” Agrees Aditya Lakhia, who has recently produced a Gujarati film. He says, “These days, right kind of marketing is very important and festival hopping is a great marketing tool for films that are not outright commercial. Having your film screened in front of a global audience boosts your confidence.”
Moolah matters
The recent subsidy policy revision seems to have given filmmakers hope for good return on investment. According to the revised policy, films that get awarded at international festivals or receive the National Award qualify for a subsidy of ` 1 crore. This surely has got the ball rolling for Gujarati filmmakers. “Rather than investing a huge amount of money and not recovering it from theatrical release, I would prefer making a film on a smaller budget with a strong story and take it to different film festivals. This ensures that I am recognised for my work; it also helps in BO revenue and I can also apply for subsidy,” says filmmaker Bhavin Trivedi. Adds filmmaker Naiteek Raval, “If your film is good, it will recover its money. But film festivals gives your film more recognition to your film. So, if you want to sell the satellite rights or digital rights (of the film) to various platforms, you get good return on investment. Most Gujarati films are unable to do well at the BO, so this is a sure-shot way of breaking even.”