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By: Taran Adarsh, IndiaFM
Sunday, November 05, 2006
Rajshris have decided to repeat the Hum Aapke Hain Koun strategy of releasing a film on limited prints. In sharp contrast to the ongoing trend of flooding the market with 800/1,000/1,200 prints, Rajshris have decided to release Vivah with approx. 150 prints in the domestic market and another 100 prints in the Overseas territory.
In the past, Hum Aapke Hain Koun had released with 29 prints [2 prints in Mumbai city-suburbs only], but the number of prints kept multiplying as the popularity of the film grew with each passing show. A similar strategy will be adopted for Vivah.
P.S. Ramanathan [Manager, Marketing & Distribution, Rajshri] confirms the development to this writer, "Sooraj-ji [Barjatya] is extremely confident of Vivah and feels that the film has the potential to grow with a strong word of mouth. We don't want to flood the market with 1,000 prints at one go and exhaust the business after 4/5 weeks. Vivah has the merits and capability to grow like Hum Aapke Hain Koun. Hence, the strategy of starting with a limited number of prints and increasing the print-count gradually."
As of now, Rajshris have not finalized the exact number of prints that will be processed, but the figure won't exceed 150 in its first phase.
An experiment again, but Rajshris have always believed in going against the normal market practices, coming up with path-breaking ideas like the 4-track sound system [Maine Pyar Kiya] or the strategy of limited prints [Hum Aapke Hain Koun] or massive prints [Main Prem Ki Diwanni Hoon].
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