Dhollywood’s big ticket date with Dussehra

Festivals typically mean massive revenues for big ticket films who vie for the best available theatrical release dates to cash in on the audiences’ splurge urge. The Gujarati film industry also books the big festival dates but prefers to take it slow during Navratri. After a busy September with Ventilator, Tari Maate Once More, and National Award winner Dhh slated to hit screens, the first 15 days of October will see a slowdown, thanks to Navratri.Most filmmakers believe that the nine days of Navratri will see a below average footfall with revellers busy celebrating the world’s longest dance festival. With ample entertainment options available during this time, movie watching takes a backseat in the overall scheme of things. This time around though some filmmakers are eyeing at Dusshera (October 19) for their big releases, since it’s a Friday and also the last night of the Navratri festivites. According to industry insiders Family Circus, Sharato Lagu and I.M.A Gujju are set for a box-office clash on that day.
Playing it safe means big bucks!
Navratri, which is easily one of the biggest festivals of Gujarat should have been the perfect time to release a film as the overall mood is that of celebration and merrimen. But with most garba fanatics busy planning the next garba outing in the evening and enjoying Navratri till late in the night, going to the movies would take a backseat. “Even though Navratri is huge in Gujarat, people are not looking at watching films during these nine days,” says filmmaker Saurin Chaudhary. He adds, “The evening shows that normally see maximum footfall, is when most people are getting ready to head towards the garba venue. And morning shows that are usually priced reasonably have few takers as people are tired of dancing and late-night outs. This pattern can impact a film’s box office performance.”
And to ensure that Gujarati films release on the perfect date, most filmmakers take all these factors into account before the release date in announced. Umang Vyas, director of Ventilator, says, “Filmmakers, distributors and producers, don’t want a Navratri release. Most other festivals like Diwali are all about spending time with the family and going out and that's why Bollywood prefers big festival releases. But Navratri has a different flavour. During these nine nights people are already so busy playing garba and going out with friends that watching a film is not in their daily routines.”
Typically, pre and post Navratri are better for Dhollywood, as the films get enough time to build on word of mouth publicity and attract more audience. Says filmmaker Kamal Patel, “Gujarati films never rely on a big opening or weekend collections, unlike Hindi films. Usually, our films start picking up in the second week through either post release promotions or word of mouth publicity.” He adds, “So, releasing a film before Navratri gives it a good 15 day period when people have watched and liked the film and then they go on to recommend it to others.”
While industry bigwigs are taking calculated risks, exhibitors in the city reveal that the trend has changed over a period of time and while the footfalls in early 2000s would fall upto 40-45 per cent, now it has reduced to a meagre 5-10 per cent. Says Neeraj Ahuja, a city-based exhibitor, “Now that there are multiple shows available throughout the day, we don’t feel a big impact during Navratri. The morning and evening shows might see a dip in footfall, but the afternoon shows still find their audience.”
October 19 is the big date
Most Gujarati films have limited promotional budgets which means going to a garba venue is one of the most effective way of promoting a film. The venues provide a ready crowd where actors interact with the audience and also participate in the festivities, creating a personal connect. Malhar Thakar, who plans to release Sharato Lagu on Dussehra, wants to promote his film by visiting various garba venues. He says, “This year, Dussehra is just the perfect date for us. I intend to promote my film aggressively at the garba pandals and once the festival is over, there will be enough curiosity about the film which will take audiences to the theatres. I am planning to visit various cities and even some small town garba pandals.”
Viral Rao, whose film Family Circus is set to release on the same date, agrees with Malhar. He says, “Dussehra’s on a Friday this year, so that means we can utilise the Navratri fervour for promotions by releasing our film on that day. By the time Diwali vacations start, my film’s collection is likely to pick up through word of mouth publicity.”
With Gujarati filmmakers becoming more aware of positioning and releasing their films at the right time, it seems Dhollywood is playing by the rules too.