By: Taran Adarsh, IndiaFM
Monday, November 20, 2006
Ladies are patronizing the film in a major way. The attendance of ladies in the 12 noon and 3 pm shows is as high as 70 to 80% in many of the cinemas.
Special decor was put up at METRO ADLABS in Mumbai. A prominent spot inside the multiplex sported the Vivah look. As a special part of the setup, the real 'Doli' from the film was set up there.
At Tarakarama 70mm, Hyderabad, a stage was put up in the cinema compound and 4 persons were hired to play live shehnai. Both cinema gates were decorated with Banana trees, flowers and lighting. Even few small banners inside the cinema lobby were decorated with flowers. On the 1st day 1st show each and every viewer was given a packet containing sweets, farsan (chewda) and at interval, tea was served to all free of cost. Special colourful tickets of Vivah were printed by S. Sharma Jewellers, who have incurred all the expense of the above.
Lokmat Sakhi Manch, connected with Lokmat Group of Newspapers in Maharashtra, is an organization consisting of over 25,000 ladies as members. They organized ladies shows for the film on 10th November in 12 noon shows at the following centers in Marathwada region:- Sadia - Aurangabad, Yashoda - Latur, Talreja - Parbhani, Majestic - Jalna, Shyam - Nanded, Asha - Beed. To create the atmosphere of celebration of Vivah, the exhibitors showered rose petals over each and every lady while entering the hall and during the interval, the canteen people of the cinema arranged a cup of tea to the audience, free of charge. These ladies shows have resulted in lot of popularity and hype for the film, especially amongst the ladies and family audiences. Now ladies shows on similar lines are being organized at Nagpur, Amravati, Akola, Jalgaon in the coming weeks.
Lokmat Yuva Manch, connected with Lokmat Group of Newspapers, having college students as members, organized a show at Sadia talkies, Aurangabad at 12 pm on 14th November only for college students.
In Bihar, the following cinemas have made attractive decoration at the entry gate with flowers to give the look as if a wedding is taking place: Regent - Patna, Amar - Muzaffarpur, Craze - Darbhanga, Nutan - Sitamarhi, Sujata - Ranchi, Deshbandhu - Jharia. All these cinemas are playing shehnai cassette in their foyers to create the atmosphere of wedding. Craze cinema, Darbhanga went one step ahead and hired two persons to play Shehnai (live) throughout the day in the first week.
At Raj cinema, Gorakhpur, both the cinema gates at the compound entrance were decorated with cloth and flowers.
At Vasant talkies, Akola, the cinema gate was decorated with flowers and lights, so also the main entrance of the cinema.
At Rajkamal talkies, Jalgaon, where the film has been released on 17th November, the cinema gate as well as the entrance of the cinema has been decorated with flowers and lighting. There is a red carpet welcome for all the audience and they are presenting a rose to each lady audience as also sweet and supari packets.
15 prints are added from 2nd week (17th November 2006).