By: Taran Adarsh, IndiaFM
Tuesday, May 08, 2007
UTV is trying a path-breaking concept with their new release Metro. Since the multiple stories depicted in the film are straight out of life, the producers have decided to screen the film without an intermission in the international market. "Metro is structured on the lines of an international film. Since the length of the film is concise [2.09 hours], we've taken the decision to screen the film in U.K., U.S.A., Australia and other markets without an intermission," Ronnie Screwvala, the head honcho of UTV, informs me.
However, an intermission card will be flashed in the domestic market, since viewers in India are used to having a break during the course of a Hindi film.
Meanwhile, UTV has decided to adopt a different release strategy for Metro, which is very similar to the one Fox Searchlight adopted for The Namesake in U.S.A. or Rajshri embraced for Hum Aapke Hain Koun and Vivah in India. UTV plans to release 190 prints of Metro in its opening week and add another 40 prints in its second week. This strategy will be for India only, not Overseas. "We're supremely confident that Metro will go stronger with each passing day and like The Namesake, we plan to increase the screens gradually," Ronnie adds
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Star studded affair in Metro screening