PVR formulates strategic release for TZP

MUMBAI: PVR and Aamir Khan’s Taare Zameen Par will hit screens on 21 December. The film not only marks Khan’s directorial debut but also PVR’s launch as a co-producer of the film. PVR will distribute the movie all across India.
 
PVR is among the leading film exhibition chains of India and has many multiplexes and single screen properties in various parts of the country, with a leadership status in Delhi. Now since Taare Zameen Par is in-house content and so are the theatre screens one would easily expect PVR theatres to be flooded with Taare Zameen Par. But the company has a different strategy up its sleeves.
 
Instead of starting off with many shows and capitalizing on the weekend business (like most movies do these days), PVR plans to hold fewer shows and pull the movie a long way (like Chak De India).
 
PVR is releasing the film with 300 prints pan India. As far as number of shows within PVR multiplexes is concerned they too will be minimal. “After we saw the movie on Saturday we decided to hold seven-eight shows of the movie. This project is such that it requires to be nurtured, so there is no point in holding 10-12 shows,” reasons PVR programming head, Prakhar Joshi.
 
UTV is looking at releasing the movie with 170 pints in the overseas. “Aamir Khan is the true driver for this movie. The film is such that it will grow on people and will have a long run,” says UTV EVP marketing, distribution syndicate, Siddharth Roy Kapur.  
 
Joshi further adds, “We see no competition for Taare Zameen Par till the release of Jodhaa Akbar atleast.” Ask him about Welcome and he says, “The revenue terms are yet to be settled, so let’s see!”