By: Taran Adarsh, IndiaFM
Tuesday, November 21, 2006
With Vivah hitting the bull's eye and the gamble of releasing the film with limited prints paying off, the Barjatya clan of Rajshri has another reason to rejoice: The strategy of premiering the film on the internet, simultaneously with the theatrical release, has yielded rich dividends.
"The response is tremendous," Rajjat A. Barjatya [it's his brainchild] sounds elated and rightly so, "The problem is, there's no benchmark to compare the downloads. But when we premiere another film next, we may be able to compare the numbers." A path-breaking development without doubt, the internet release of Vivah has opened the doors for additional revenue for film producers.
Rajjat says the Indian/Asian community worldwide has reacted positively to the internet release of Vivah. "We've received hundreds of emails from across the globe. There're so many instances of people wanting to watch Hindi films, but the problem is that our films don't release beyond certain markets. Also, the Indian populace is scattered across the globe and having a theatrical release in every town of each country is not economically feasible. That's where the internet comes handy. You reach out to every potential viewer at the remotest corners," says Sooraj's first cousin.
With Vivah having released, Rajshri is now planning to start two films, both with outside directors. "Sooraj-ji will supervise these two projects. He'll be the creative producer of the films, which will be faithful to the Rajshri tradition of providing family-based stories," he adds.
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