Test screenings of unreleased films is a rarity in Bollywood. Test screenings are basically held to gauge the audience feedback prior to a film's release. Aamir Khan does it for all his films. He did it for Taare Zameen Par and also Jaane Tu Ya Jaane Na. A few days back, Imran Khan did it for Luck.
"The Ashtavinayak people are very conservative that way. They don't believe in screening their films prior to their release. But I wanted to gauge the feedback to Luck and we did hold one screening," Imran tells me. He, of course, is ecstatic since 'the feedback was tremendous.'
Just recently, Warner Bros. also initiated a test screening of producers Nikhil Advani and Mukesh Talreja's Jaane Kahan Se Aayi Hain, directed by debutante Milap Zaveri. "We held the test screening at two venues (Roxy and Fame Adlabs). The audience for the screenings were picked up from malls and coffee shops. People who've no connection with the film industry whatsoever. It was a rush print, with some incomplete patches, no dubbing, no background score. I was really nervous," Milap divulges.
But the reaction to this Ritesh Deshmukh - Jacqueline Fernandes - Ruslaan Mumtaz starrer was 'fantastic'. The viewers were given a questionnaire soon after the screening ended. "They were asked various questions related to the film and the response was stupendous," Milap states. No wonder, Milap is grinning from ear to ear these days.